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TV Channel “Ukraine” was nominated in 2 categories of the prestigious international award Promax Europe Awards 2021: LEISURE & LIFESTYLE PROGRAMME SPOTS and USE OF CELEBRITY/INFLUENCER/TALENT USING SOCIAL MEDIA.
The unique BACKSHOW about the behind-the-scenes secrets of the grand show The Masked Singer, which was available on the channel’s digital platforms, was nominated in the category of the USE OF CELEBRITY/INFLUENCER/TALENT USING SOCIAL MEDIA.
The BACKSHOW was a real breakthrough in the backstage format. This is a show within a show, where the main character was the first mystery host in the history of the program, Mr. Mask. He introduced the audience to the project even before the première, presented the unusual format and rules as well as introduced the contestants. And then he let the audience in on the backstage secrets during the show.
Mr. Mask revealed his identity only in the final episode. His face was completely hidden behind a 3 kg fencing helmet decorated with rhinestones, which was created by the costume designer Lesya Patoka. Mr. Mask intrigued and excited with his many talents, so he immediately became a favourite of the audience, a hero of fan art, and bloggers from different countries talked about him. Videos with Mr. Mask have more than 2 million views on social media. The BACKSHOW videos that aired during The Masked Singer have garnered more than 1.7 million views on YouTube.
The project will compete for the victory with six finalists, including the companies such as CARTER & JERRY O'CONNEL IN PORTUGAL, SONY CREATIVE CENTER IBERIA – AXN; THE WALKING CÁDIZ – TEASER, THE WALT DISNEY COMPANY; TIKTOK, JOINT STOCK COMPANY CTC NETWORK; SUPER COVER GIRL – DISNEY+, THE WALT DISNEY COMPANY EUROPE AND AFRICA; THE REAL DUDES, TNT BROADCASTING NETWORK.
The project was created by: Daryna Fialko, Creative Director, Lisa Ahapova, Producer, Daryna Fialko, idea, Andriy Horbatko, Camera Operator, Ilya Prizenko, Editor, Andriy Horbatko, VFX, Andriy Onishchuk, Host (Mr. Mask), Lesya Patoka, Costume Designer.
Watch the first episode of BACKSHOW here: https://cutt.ly/BbjtPaZ
The finalist of the award in the LEISURE & LIFESTYLE PROGRAM SPOTS category was the video of Star Path (Zirkovyi Shlyakh), a favourite show of Ukrainians.
LIVE YOUR FULLEST LIFE, BBC STUDIOS EMEA CREATIVE; TLC | ALLES UIT DE KAST, DISCOVERY CREATIVE EMEA PAY TV; BAKE OFF FLANDERS, SBS BELGIUM; CHEF'S TABLE BBQ S1, NETFLIX CREATIVE STUDIO; TRAVELOGUE, FLINT SKALLEN / PERFECT ACCIDENT are also nominated in this category.
The creative promo team of the TV channel “Ukraine” worked on the promotional format ideas implementation: Olena Shvoryak, Marketing Director, Svitlana Berezhna, Creative Producer, Roman Shoma, Creative Director, Iryna Ievstifeieva, Art Director, Daria Holubkova, Head of Producers Service, Olena Sharova, Executive Producer.
Watch the promotional video here: https://cutt.ly/EbjtUEa
Promax Europe AWARDS 2021 is the most prestigious international award given for outstanding media marketing achievements, taking into account all the components of projects, from promotion and design to branding and interaction with audience.