Two communication campaigns by the energy company DTEK have been shortlisted as finalists for the Effie Awards Ukraine 2026, one of the most prestigious accolades in the marketing communications sector, recognizing the year's most effective advertising and communication projects. As reported by RBC-Ukraine, citing the All-Ukrainian Advertising Coalition, the "Critical Infrastructure" and "Light Endures" campaigns have made it to the short-list. Reaching the final confirms that the entries passed the jury's rigorous selection process and will now compete for the title of the season's most effective communication.
What is Effie Awards and why being a finalist is a badge of honor
The Effie Awards are positioned as one of the world's most authoritative accolades in marketing communications, where the primary evaluation criterion is not creativity for the sake of creativity, but the measurable effectiveness of the campaign. In the Ukrainian segment, the award traditionally acts as an indicator of which communication solutions the industry considers exemplary. The official graphics for the 2026 finalists, published by the organizers, are presented under the slogan "Marketing at Full Power" and underscore the award's status as a platform where "effectiveness" is the industry's highest achievement. KERNEL is the General Partner for this season, a role reflected in the official finalist visual.
"Critical Infrastructure" campaign: collaboration for front-line media
The first finalist, the "Critical Infrastructure" campaign, was realized as a collaboration between DTEK, the outlet "Ukrainska Pravda," and the Damirli agency. The core idea of the project was to pool the efforts of over 25 businesses to support front-line media. Thus, the communication went beyond traditional advertising and evolved into a social project, where the energy firm acted as an organizer and a unifying platform to assist news outlets operating under combat conditions. This synergy of "business + media + agency" and the resulting social impact became the basis for the campaign's inclusion in the final of this prestigious marketing award.
"Light Endures" campaign: energy as a symbol of resilience
The second finalist, the "Light Endures" campaign, is built on visual and emotional imagery associated with the work of energy workers during the war. It included several notable event-based elements: a choir performance of the carol "Shchedryk" at a thermal power plant destroyed by Russian shelling, a light installation projection on the "Motherland" monument in Kyiv, and the installation of a Christmas tree made from energy workers' uniforms, created in partnership with the "Zavertailo" restaurant on St. Sophia Square. The combination of these actions turned the campaign into a multi-channel communication project that connected the energy sector with national symbols and holiday traditions.
Context: international recognition and previous DTEK awards
The Effie Awards Ukraine 2026 final is not the only international recognition for the "Light Endures" campaign. Earlier, according to the same source, DTEK already received the prestigious international Global SABRE Awards 2026 specifically for this communication campaign. Thus, the project has gained recognition on two levels — international and national, strengthening its significance for the industry. For DTEK, linked to Rinat Akhmetov, this series of awards in marketing communications highlights investments in corporate reputation and the social role of the energy sector during the war.
Significance for the industry
Having two campaigns from a single brand reach the Effie Awards Ukraine 2026 final demonstrates that Ukrainian marketing continues to evolve even under challenging conditions, leaning on social and patriotic narratives. Both DTEK finalists share a common logic: the communication functions not only as product promotion but also as a tool for supporting society — supporting media on the front lines and the energy workers providing light and heat. The final results of the awards are expected to be announced during the ceremony, where the winners in their respective categories will be determined from the list of finalists.
