Ukraine is a very religious country. Usually on most of the orthodox festivities lots of people attend church services. Although this time, due to the quarantine, Ukrainean government closed down all public places and churches were no exceptions. The President of Ukraine Vladimir Zelenski called upon the leaders of various denominations to carry out Easter services online, in the aegis of “Easter at home” project.
However, not all obey the rules, as missing out from the Easter service is a huge hit on traditions. Especially when it comes to pandemic, as most of the believers do not trust in the existence of the coronavirus, considering it to be a manipulated snowball of myths, exaggerated facts and media hysteria. So while most of the denominations agreed on the President's terms, the head of Ukrainean Orthodox church of Moscow Patriarchate (who later tested positive on covid-19) decided still to carry out the service offline.
How do Ukraineans celebrate Easter? Well, mostly the same way as all. They go to church, color eggs and bake special easter breads, gather for family dinners. And also they knock eggs! Two people take easter eggs and hit the two against each other. No one really remembers where this tradition originated from, but everyone loves doing it.
So, to celebrate Easter at home in isolation, keep traditions and safeguard people in these times of social distancing, local supermarket chain “Silpo” started a project - “tsok-tsok online”. It is an online game, where you can hit eggs online via web-cam.
“Silpo’s” creative approach shifted an offline tradition to online, without losing its festive spirit and authenticity. Creative agency Windfor’s Kyiv, together with digital studio RIBIS, found a witty way to keep people at home and still share their favourite tradition with fun.
Earlier this chain of supermarkets donated five million USD for hospitals and PPE for medical staff. Silpo’s actions demonstrate business’s true social responsibility. When a brand not only creates a hype communication - “stay at home” in order to be trendy, but finds an actual solution, creating an action, which engages and brings people joy. Because at the end of the day, celebration is not only about a place, but about feelings inside all of us.
More info: tsok-tsok.online