Viktoriia Honcharenko Interview(s)
Viewpoints about Creativity
In a few words, can you tell us who you are what your job title is?
Viktoriia Honcharenko, Head of PR Molokia
What word would you best use to describe your office’s culture? Give us an example
The best phrase to describe our office culture is "close-knit responsibility."
I experience this every day. Our team isn't just a group of colleagues—it is family. This family-driven mindset extends beyond our office walls. We build honest, long-term relationships with partners and always put product quality first. For example, when launching a new product or when starting a new project, different departments may have conflicting views, but through open dialogue we always find the best solution together.
I experience this every day. Our team isn't just a group of colleagues—it is family. This family-driven mindset extends beyond our office walls. We build honest, long-term relationships with partners and always put product quality first. For example, when launching a new product or when starting a new project, different departments may have conflicting views, but through open dialogue we always find the best solution together.
If you were stranded on a desert island and could only use one app., which app would it be?
If I were stranded on a desert island and could only use one app, I’d definitely go with a social media app.
Why? Because even in complete isolation, I’d still crave connection with others.
I’d post updates, go live, and send DMs, hoping someone would see my SOS and help get me rescued. At the same time, I’d scroll through posts about other people’s experiences, learning from their survival stories, or simply distract myself with glimpses of everyday life beyond the island.
And if rescue took a little longer, at least I’d have meaningful conversations to keep me sane. Who knows—maybe my island adventure would even go viral!
Why? Because even in complete isolation, I’d still crave connection with others.
I’d post updates, go live, and send DMs, hoping someone would see my SOS and help get me rescued. At the same time, I’d scroll through posts about other people’s experiences, learning from their survival stories, or simply distract myself with glimpses of everyday life beyond the island.
And if rescue took a little longer, at least I’d have meaningful conversations to keep me sane. Who knows—maybe my island adventure would even go viral!
If you could choose three ads from history that you didn’t work on and add them to your portfolio, which three would you choose? Explain why
Viktoriia Honcharenko:
- 1 At the beginning of the 20th century, vacuum cleaners were a completely new concept—mechanized cleaning seemed unusual, even absurd. Early vacuum models were so bulky that some had to be transported by horse-drawn carriages, using long hoses to clean entire buildings, turning each demonstration into a spectacular event. I would love to have this campaign in my portfolio because it wasn’t just about selling a product—it was about changing people’s perception of cleanliness, convenience, and progress.
- 2 Barilla’s "Playlist Timer" campaign. It didn’t just promote a product—it created an experience, making cooking more fun and engaging. The campaign didn’t require a huge budget but was highly effective due to its simplicity and usefulness. I’d love to add it to my portfolio because it’s advertising that doesn’t feel like advertising—it naturally becomes a part of people’s lives.
- 3 I'd choose the Australian campaign where chickens were fitted with GPS trackers to prove they were genuinely free-range. It's a clever example of add that combines transparency, humor, and curiosity. I love that this campaign didn't just advertise—it actively influenced consumer perceptions by showing, rather than just telling.
What is your opinion on the growing trend of agencies getting involved with developing products for clients?
Can you watch this case study for Hammerhead Navigation and tell us your thoughts on the product and the campaign?
I’m skeptical about agencies successfully creating products for clients because developing truly impactful products requires deep involvement and long-term commitment. To create an effective product, an agency would need extensive, multi-year immersion in the client’s internal processes, culture, and strategy—something difficult to achieve if the agency’s team is simultaneously managing multiple other projects.
If an agency isn't deeply integrated into a client's business and manages multiple projects simultaneously, it usually becomes just an executor, not a true innovator. Real innovation demands genuine commitment, motivation, and ownership—something hard to achieve without significant investment and integration from the client’s side.
The Hammerhead Navigation device is an interesting concept, but it not meet modern expectations. Сyclists are used to detailed GPS maps with clear visual cues. A minimalistic light-based system could cause confusion, especially on complex routes, and may still require riders to stop and check their phones—undermining its purpose.
The campaign is clear communicates exactly how the device works, demonstrates the device’s design and navigation system. But I still have questions about the functional necessity of this product.
If an agency isn't deeply integrated into a client's business and manages multiple projects simultaneously, it usually becomes just an executor, not a true innovator. Real innovation demands genuine commitment, motivation, and ownership—something hard to achieve without significant investment and integration from the client’s side.
The Hammerhead Navigation device is an interesting concept, but it not meet modern expectations. Сyclists are used to detailed GPS maps with clear visual cues. A minimalistic light-based system could cause confusion, especially on complex routes, and may still require riders to stop and check their phones—undermining its purpose.
The campaign is clear communicates exactly how the device works, demonstrates the device’s design and navigation system. But I still have questions about the functional necessity of this product.
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