After years of rapid growth, Uklon — Ukraine’s homegrown ride-hailing service — sought to move beyond price competition and strengthen emotional loyalty. While other players fought for users with constant discounts, Uklon decided to champion what really connects people — the joy of movement itself. The campaign idea — “Any move is a move” — turned everyday actions into a shared rhythm of life. Whether you’re riding to work, jogging, walking your dog, or just dancing in your kitchen, every motion counts. Uklon supports all of them equally. To bring this message to life, we created a bold, humorous world starring Ukrainian rap duo Kurgan & Agregat, whose anthem “For Any Move” listed dozens of funny, mundane, and absurd movements. The film, packed with irony and local flavor, was amplified by hundreds of OOH formats, social media content, influencer challenges, and user-generated videos. The result was more than an ad — it was a celebration of motion in every form. Uklon redefined itself not as just a ride-hailing app, but as a brand that supports people in all their ways of moving through life.