About project

Russia is systematically shelling Ukraine's port infrastructure, threatening agricultural exports and turning the risk of global famine into a tool for political blackmail. Kernel, Ukraine's leading agricultural company, had to convey the need for additional air defense to stakeholders who make decisions about Ukraine's defense. It is difficult to reach these people, and it is necessary to address each of them personally.

Kernel realized that to capture the attention of global leaders to protecting agricultural exports, we needed new and unconventional forms of communication.

Idea

The Path of Grain” became a unique tool of Ukraine’s cultural diplomacy on the global stage. To capture the attention of hard-to-reach stakeholders, we created “The Path of Grain” for Kernel — a unique artbook that tells the story of contemporary history. Going beyond typical reports on Ukraine, “The Path of Grain” became a tactile object, allowing global leaders to literally touch the history of Ukrainian exports. Each page of the book moves like a printed documentary: through time, space, and perspective, reflecting the complexities of Ukraine’s struggle. Vivid photography, poetic narratives, and symbolic design turn facts into emotions, making global leaders feel what is at stake for food security.

The Path of Grain” became a unique tool of Ukraine’s cultural diplomacy on the global stage.

Credits
& Outcome

“The Path of Grain” campaign combined Kernel’s business goals with Ukraine’s global mission.
The artbook became a tool of diplomatic influence, helping Kernel open doors rarely accessible to brands and businesses, usually reserved for politicians: from Davos to the European Parliament, from EU diplomatic missions to the “Grain from Ukraine” Presidential Summit.
The campaign successfully achieved its objective — engaging hard-to-reach stakeholders: presidents, ministers, and diplomats.

Director of Communications and Government Relations, Kernel: Kateryna Spivakova
Head of PR Projects, Kernel: Oksana Kostiushko
Founder: Yaroslav Vedmid
CEO: Olena Vedmid
Art Director: Iryna Pavlova
Account Manager: Alina Zanizdra