
Agency	JSC Ukreximbank
Creative head	Anna Ilchishyna
Author of idea	Darya Yavorskaya
Product	currency trading
Description	Very few people would associate the word "bank" with something other than money. Along with happiness, love, health and other values money are in the category of the paramount importance in a human life. Throughout history money triggered violent passions that were good and evil, love and hatred, jealousy and self-sacrifice. The attitude to money determines to the significant extent the behavior and fate of a human being, their place in the society and in the world. In that case the image of money carries a tinge of negativity, the money excites only if you get much of it in your pocket. Many leading companies around the world repeatedly addressed themselves to the subject of money in their merchandise. Though it is not a new one, we decided to show a different, more artistic and significant aspect of money. While designing the 2013 merchandise, including calendar, we turned to an idea of the history in banknotes. We intended to present our clients and partners an opportunity to see the reflection of glorious and dramatic history of the countries and peoples in the ordinary payment instrument. We hoped to show key events and eminent people included into the chronicals of mankind and seen as symbols of the nations. We would like to emphasize once again that presented variety of beautiful world’s currencies are offered for sale in Ukreximbank. Immersing ourselves in banknotes’ elements exploration we’ve witnessed the history spanning a bridge between the past and the present/ and unveiling the facts of unprecedented interest to us: astonishing events in the lives of people who steered the course of the world history, ordinary things that were decisive of a humanity’s fate and the series of trivialities that influenced the future of the world. The history in banknotes appeared to be so very dimensional, interesting and exciting that it was regret for us to drop any part of the story just for optimization of the artistic plot. Therefore, we found the only reasonable solution – we invited Aleksey Kurbatov, a unique illustrator who can link together different events, emotions and meanings in a fantastic plot. He managed to convert our thought forms into artwork. Our team’s challenge in every page of the calendar was to lure the audience over the bridge from the present to the past and reveal thrilling events, characters and plans. We hope that this calendar presented as a gift will show the familiar banknotes in a fresh inspiring perspective. And if a customer holding a banknote recollects the image from our calendar or thinks, "Hmm, this one is from the calendar" - then our idea has definitely reached the goal!
Team members	Anna Ilchishyna, head of PR Vladimir Mankovskiy, deputy head of PR Darya Yavorskaya, head of advertising department Yana Pobolova, advertising department, designer Evgeniy Potyomskiy, editing and publishing department, designer Daryna Selezen, deputy head of internal communications department Anton Odaryuk, head of press service Klym Shcherbatyi, deputy head of press service Andrii Chuvashev, head of regional marketing department

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