Since 2014, Crimea has been under Russian occupation, separating thousands of Ukrainian families. On the Day of Unity of Ukraine, amidst lockdown and political restrictions, Kozatska Rada launched a digital activation that allowed participants to form a symbolic “Chain of Unity” by placing their avatars on a virtual map stretching 1,058 kilometers from Kyiv to Simferopol. The campaign became a powerful act of digital resistance and solidarity — showcasing the brand’s positioning of bravery, masculinity, and strength of spirit. Supported by media, influencers, embassies, and citizens (including many Crimeans), the project gained national traction with over 40,000 participants from 100 countries and reached an audience of more than 30 million.