Mriia. Dream-rooting campaign for state educational digital ecosystem

How a Dream Inspires to Learn in the Most Uncertain Times

education
app
campaign
generational impact
The Ministry of Education and Science of Ukraine joined forces with the Ministry of Digital Transformation to usher in an era of innovation for the educational system. They dared to touch the sacred: pencil-written grades in the school register. And they did it in Ukraine, during wartime. Someone had to tell this story!

So we invited real teachers, real children, and even one real baby to share a real dream: Mriia.
"I am fighting for a new Ukraine. Not the one that existed and is being destroyed, but the new one — the one we will rebuild how we want it to be."
Maksym Nahornyi, 18 y/o,
Armed Forces of Ukraine
Mriia (Ukr., “dream”) is a digital educational in-app ecosystem developed by a joint team of two ministries.
This was not only hope for the future, but literally a reason to live and fight. And so the manifesto was born. Not about how great the product will be — this product can speak for itself — but about why it matters to think and plan for the future at all, when everything is still under threat.
The story is about the future Ukraine shaped by the dreams of those who are learning in it today. And they are learning with Mriia.
So we invited Liudmyla Tabolina, a Ukrainian language and literature teacher, one of the top 50 teachers in the world in 2023, and a person with a natural gift for inspiring others.
And Maksym Hvozdetskyi, a physics teacher at a high school in Zaporizhzhia, who won the national Global Teacher Prize Ukraine 2023 in the Innovative Teacher of the Year category.
And Sasha Paskal, an indomitable Ukrainian gymnast who lost her leg in a Russian missile strike on the Odesa region in May 2022 but never stopped achieving new victories.
After all, Mriia and its communication didn't just inspire to learn. They just inspire.

Ministry of Education and Science of Ukraine

Deputy Minister of Education and Science of Ukraine — Dmytro Zavgorodnii
Head of Communications of MoES — Ilona Stankevych

Ministry of Digital Transformation of Ukraine

Minister of Digital Transformation of Ukraine — Mykhailo Fedorov

Teachers

Maksym Hvozdetskyi
Liudmila Tabolina

Gymnast

Oleksandra Paskal

Mriia

Co-leaders — Maksym Iliukhin, Oleksandr Pavlenko

HyperNormal

Copywriter, Idea, Narrator — Anna Lisovska
Art Director — Maxim Nazarov
Strategist — Sasha Kuziva
Project Manager — Yulia Zakharenko
Creative Director — Valentyn Paniuta

Limelite Production

Director — Oleg Tomin  
DOP — Anton Fursa
Executive Producer — Vlad Bolyelov
Bidding Producer — Viola Filenko
Line Producer — Eugene Zdorovylo
1AD — Kris Ilina
Production Assistant — Maksym Prokopenko
Production Designer — Lena Yemelyanova
Stylist — Dina Golubeva
Production Manager — Anton Chernikov
Gaffer — Yurii Rybchenko
Steadicam — Maksym Salo
Focus — Denys Duzhnyk
AC — Serhii Herasymenko
Playback — Oleksii Honiailo
MUA — Maryna Semenova
Casting Agency — EasyCasting
Casting Director — Karina Melnychenko
Photographer — Oleksandr Maslov
Location — Serhii Bilak
BTS — Maksym Chenchyk
Edit — Viktor Lis
CC — Yerlan Tanay
Sound Design — Cavemen records

Fiber Studio Postproduction

VFX supervisors — Roman Zinaienkov, Eugene Tymoshenko
Matchmoving Artist — Stanislav Herasymiuk
CG and Compositing Artists — Yaroslav Klopotenko, Maksym Starovoit, Rostyslav Pashchenko, Oleksandr Yaholnyk, Anton Bielik, Anna Pashchenko, Serhii Yevstratov, Anton Pavliukov
UI Animation — Dmytro Iurin
UI Designer — Anastasia Piskun

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