On March 28, 2025, the final events of the 19th Ukrainian Student Advertising Festival (USAF) were held at the Educational and Scientific Institute of Journalism of Taras Shevchenko National University of Kyiv. As in previous years, the festival was organized by the Ukrainian Advertising Association in collaboration with Taras Shevchenko National University. This year, the General Partners of the Festival were KFC Ukraine and the creative agency Hooligan Agency.
The 19th USAF brought together students from 43 Ukrainian universities across the country, representing various regions including Kyiv, Kharkiv, Dnipro, Odesa, Zaporizhzhia, Lviv, Chernivtsi, Zhytomyr, Rivne, Ternopil, Chernihiv, Cherkasy, Poltava, Sumy, Mariupol, and many other cities.
Following the official exhibition of student works, the festival’s educational program commenced with a series of masterclasses. The program opened with an engaging session by Yaroslav Makarevych, Director of Action Global Communications in Ukraine, titled “Artificial Intelligence and Marketing: New Opportunities That Cannot Be Ignored”.
After his presentation, Yana Lut, Brand Manager at KFC Ukraine, shared insightful case studies of successful KFC marketing campaigns both in Ukraine and internationally. Svitlana Vynoslavska, General Director of Kantar Ukraine, captivated the audience with her presentation titled “What Kind of Advertising Works in Ukraine is During Wartime?”
One of the highlights of the educational segment was a panel discussion titled “Influencers and Brands: How to Collaborate Effectively,” led by Anton Skuratov, Anton Murafa, and Stefan Liakhovych from Hooligan Agency. The same agency also invited Valeria Tolochina, Marketing Director at Megogo, whose OpenTalk focused on building a successful career in marketing.
The next keynote speaker was Iryna Kuznetsova, Director of Dialla Communications and the Official Representative of the Cannes Lions International Festival of Creativity in Ukraine. Her inspiring presentation explored the topic “Creativity in Marketing Communications”.
The program continued with Serhii Biliavskyi, Digital & Strategic Expert and co-owner of three advertising agencies, who discussed “Digital Tools in Marketing Communications”.
The final masterclass of the festival was delivered by Svitlana Stepanenko, Managing Partner of BetterSvit Communications Holding and Head of the USAF Jury. Her traditional “Campaign Review” provided valuable insights into the jury’s evaluation process and the strengths of the submitted student projects.
The educational program concluded with the Awards Ceremony for the winners of the 19th USAF.
Students at Kyiv National University of Technologies and Design in the D5 “Marketing” program earned awards in the following partner categories:
Partner Category
Development of a Marketing Communication Campaign for the KFC Brand Targeting Gen Z
3rd Place
Kseniia Samoylenko
Project: Marketing Communication Campaign for KFC
Partner Category
Development of a Creative Strategy to Promote the ‘My Kyivstar’ App on TikTok
3rd Place
Valeriia Fomenko
Project: SMM Strategy for the ‘My Kyivstar’ App
Additionally, Valeriia Fomenko received an internship opportunity at Hooligan Agency.
The Ukrainian Student Advertising Festival is the largest national platform dedicated to youth creativity, advertising, and communications.
We extend our sincere gratitude to our co-organizers – Taras Shevchenko National University of Kyiv, Hooligan Agency, and KFC Ukraine – for their invaluable support and inspiration.
Congratulations to all the winners! May your ideas continue to shine brightly, and may your future achievements reach even greater heights!
11.04.2025
