A Ukrainian Agency Reinvented This Classic Christmas Carol to Help Children in the War

Popular song Carol of the Bells is being used in a campaign with Shazam in aid of Ukrainian youth

Leaders from Glossier, Shopify, Mastercard and more will take the stage at Brandweek to share what strategies set them apart and how they incorporate the most valued emerging trends. Register to join us this September 23–26 in Phoenix, Arizona.

“Carol of the Bells” is one of the most popular Christmas carols, even appearing in the classic holiday film Home Alone. But many people are unaware of its origins: It didn’t start as a Christmas tune, and in fact, comes from a Ukrainian folk song called “Shchedryk” (“little sparrow” in English). 

So it’s fitting that this Christmas, ad agency Saatchi & Saatchi Ukraine returned to the carol’s roots for a project supporting Ukrainian children during one of the toughest



Subscribe today!

To Read the Full Story Become an Adweek+ Subscriber

View Subscription Options

Already a member? Sign in