Bad English.


Categories of works.

After the annexation of Crimea and the armed aggression of the russian federation, Bukovel decided to change its positioning and refocus on the audience from Central and Eastern Europe. So, how can the resort attract the attention of potential tourists?

The solution was the Bad English communication campaign. A feature of this mountainous region is its local inhabitants — Hutsuls. They are hospitable and open and speak broken English, i.e. Bad English — the language that unites all international travelers.

The idea turned into a series of videos in which Hutsuls invited international guests to Bukovel for Bad English, making mistakes and confusing words. There were no actors in the video, only authentic characters, so we got a live picture that inspired trust.

The video was distributed through Bukovel’s social networks (Facebook, YouTube, and Instagram). The clips were shown on TV and screens in the Eurovision 2017 fan zone. In total, we managed to reach 2 million viewers.

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