Viktoriia Honcharenko Interview(s)
What motivates you to be part of the PHNX Jury, and what do you hope to bring to the judging process?
My motivation comes from a desire to see more campaigns that don’t just reach people, but truly resonate and inspire action. Being part of the PHNX Jury I hope to bring a perspective that highlights how PR can drive change, foster trust, and amplify important cultural conversations. For me, great PR is about more than just coverage or reach—it’s about impact. In the judging process, I’ll be looking for work that demonstrates originality, authenticity, and the ability to create true value for both clients and the public.
PHNX has always been about celebrating creativity in all its forms. What new perspectives or disciplines do you think deserve more recognition in award shows today?
One perspective that deserves greater recognition at award shows is the emphasis on long-term, meaningful impact over short-term buzz. The most powerful campaigns aren’t just fleeting moments—they build a strong foundation for sustained success. Awards should also celebrate work that drives real behavioral change, shapes public attitudes, sparks tangible action, and leaves a lasting mark on society. Just as important are artistic campaigns that challenge people to reflect on important issues and reconsider their thoughts, actions, and values.
Which countries or regions do you think are leading the creative field right now? And which emerging markets should we look out for?
One country that truly stands out in the global creative landscape right now is Ukraine. In the midst of full-scale war, Ukrainian creatives are producing some of the most powerful, strategic, and emotionally resonant work in the world—particularly in the realm of military recruitment and national mobilization.
What makes these campaigns remarkable is their depth. They're rooted in real audience insights, addressing fears, motivations, and cultural context. They’re not just about getting people to enlist—they’re about building trust, humanizing the military experience, and fostering a resilient national identity. Some take a bold, provocative approach to spark civic awareness, while others lean into emotional storytelling that hits straight to the heart. These aren't just ads—they're nation-shaping narratives.
Ukraine it's not just an emerging market to keep an eye on; it's a living case study in how creative work can drive real impact, shift public perception, and become a tool for national survival.
What makes these campaigns remarkable is their depth. They're rooted in real audience insights, addressing fears, motivations, and cultural context. They’re not just about getting people to enlist—they’re about building trust, humanizing the military experience, and fostering a resilient national identity. Some take a bold, provocative approach to spark civic awareness, while others lean into emotional storytelling that hits straight to the heart. These aren't just ads—they're nation-shaping narratives.
Ukraine it's not just an emerging market to keep an eye on; it's a living case study in how creative work can drive real impact, shift public perception, and become a tool for national survival.
What trends or cultural shifts do you think will define the most impactful creative work this year?
In 2025, I believe the most impactful creative work will demand authenticity and depth—because, honestly, we’re drowning in the opposite. Audiences are more skeptical than ever, and the kind of work that truly breaks through isn’t the one that just sells—it’s the one that resonates.
We’re living in a world oversaturated with polished content, AI-generated scripts, and picture-perfect visuals. And while that might look good on the surface, people are craving something real. People don’t just want to watch a story anymore—they want to feel that it’s coming from someone who’s lived it, someone who means every word.
I don’t see authenticity as this year trend, see it as a necessary cultural correction.
We’re living in a world oversaturated with polished content, AI-generated scripts, and picture-perfect visuals. And while that might look good on the surface, people are craving something real. People don’t just want to watch a story anymore—they want to feel that it’s coming from someone who’s lived it, someone who means every word.
I don’t see authenticity as this year trend, see it as a necessary cultural correction.
If you could give one piece of advice to agencies and creatives submitting their work, what would it be?
Be honest. Be human.
The jury is made up of real people — not an algorithm, not a trend forecaster. We’re wants to feel something real. So don’t hide behind buzzwords or over-polished decks. You don’t need to be who you think they want — just be real. Be clear about your idea. And more importantly — be honest about why it matters to you.
The jury is made up of real people — not an algorithm, not a trend forecaster. We’re wants to feel something real. So don’t hide behind buzzwords or over-polished decks. You don’t need to be who you think they want — just be real. Be clear about your idea. And more importantly — be honest about why it matters to you.
Which creative minds are inspiring you the most right now?
I’m drawn to complex personalities — people with strong character, bold ambition, and undeniable influence. They often live in contrast and tension, and that’s exactly what makes them so creatively fascinating. Frida Kahlo embodied this inner contrast. Her works wasn’t just art — it was identity, pain, power, and vulnerability all at once.
.
