I would like to draw your attention to certain archetypes, which appear in the texts about Maidan and which we later find in the texts about the war, where they are transformed and supplemented. A common feature of Ukrainians is the dominance of emotions and feelings over thinking and ratio. In the Ukrainian collective unconscious, the archetype of the fertile Land is the main. And also the archetype of humanity, which is related with “philosophy of heart”. The archetypal analysis help us to see how the subjective finds itself in the objective at the level of belief, feelings and emotions and how personal experiences become relevant for everyone who is in a particular context and discourse.