VARUS.UA an ad campaign for the 2026 FIFA World Cup
In brief
A full campaign for the World Cup — from the idea and the character to every banner. Six films in four formats, an app icon and ASO, banners for ads and the website, in-store radio. The films were generated with AI.
Key result
41.2M
M
impressions — twice the plan: 206.2% of target.
Request
Five briefs and one deadline: the World Cup doesn’t get rescheduled.
App
Installs of the VARUS.UA app.
Online orders
Orders with a promo code.
Partners
MHP, Milka, Oreo and Kraken integrations in one visual style.
The main constraints: time and high quality
Get from idea to finished assets fast.
Varik, VARUS and the partners recognizable in every frame.
TV-grade production.
Fast revisions and adaptations.
Idea
Varik is the captain who assembles the team for every match
Nobody watches the World Cup alone
An empty stand is the saddest sight there is. Football is a reason to get together: friends, a big screen, snacks. And the shopping has to be done before kickoff.
№59Captain
Varik
Picks the squad for every match: chooses the players, sets the formation and leads the team. And, for the first time, in his own voice.
01Playmaker
The VARUS.UA app
The whole game runs through it: catalog, loyalty card and delivery — all in one place.
BriefInstalls of the VARUS.UA app.
02Striker
Online orders
Finishes the attack: a first order with the promo code VARIKWIN.
BriefOnline orders with a promo code.
03Starting lineup
Nasha Ryaba
No match goes without it: grill sausages before the first whistle.
BriefMHP integration — Nasha Ryaba sausages.
04Midfield
Milka
Keeps the tempo: a sweet snack when the tension rises.
BriefMilka integration — a match-day snack.
05Super-sub
Oreo
Comes on when the game needs a change: a crunchy mood at any minute.
BriefOreo integration.
06Strategist
Kraken
Thinks several moves ahead: an investment account for your order.
BriefKraken integration — an investment account for your order.
Number 59
59 is a promise
:
0′Kickoff — order on VARUS.UA
59′Groceries at your door — just in time for the second half
In football, the number on the shirt is part of a player’s character. Varik’s number is the VARUS.UA promise: delivery in 59 minutes. Order at kickoff, the groceries arrive at half-time, and the second half comes with snacks.
Campaign slogan
One slogan for the whole campaign — from the films to banners and radio.
Films
Six films, one world. Each partner takes the field in its own.
Formats
One video — four screens
Every film comes in four formats: for video ads, stories, the feed and screens in VARUS stores. The wide in-store format runs without sound, with subtitles.
16:9 App
Icon and ASO in World Cup style
Screenshots for the App Store and Google Play: Varik shows what the app can do — from the loyalty card to free delivery.
Banners
Digital support for the campaign: banners for Meta, Google Ads, the website, the app, push and Viber. Every partner promotion in World Cup style and in every size needed.
Radio
Two radio spots for in-store broadcast at VARUS: the campaign is heard across the offline chain too.
- Radio spot 01 On air in VARUS stores 0:00
- Radio spot 02 On air in VARUS stores 0:00
Results
Attention turned into action: after the films, people installed the app and placed orders.
- 206.2%
- of the impressions target — 41.2M against a planned 20M
- 1.675M
- unique devices
- +33.9%
- branded search queries for VARUS.UA
- +40%
- new users
- 3,000+
- transactions
- 602,926
- units of product sold
How it was made
Traditional production, supercharged by AI: the same stages, with frames generated on screen — at a third of the cost.
- 1000+
- frames and scenes
- 200+
- video generations
- 15
- people on the team
- ×4
- faster than traditional production
- 01
Script and storyboard
Just like traditional production: idea, script, references and key frames before generation.
- 02
Character sheet
Varik from every angle and with a range of emotions — so he stays on-model across a thousand frames.
- 03
Generation
Frame by frame and in batches: one prompt yields 5–10 options, one goes into the edit. Partner products are checked against the real packaging.
- 04
Post-production
Artifact cleanup, color, voice and sound, adaptations for every format.
What we’ll do for you
An ad campaign for your brand — from the idea to every banner
One idea people recognize in the films, in digital and in stores. Especially when there are many briefs and the deadline is fixed: a season, a special project with partners, a launch. We can take on the whole campaign or a single stage.
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01 Campaign idea A creative platform that holds every brief together. If needed, with a character people recognize in every frame. -
02 Campaign films Films for every brief and every format: 16:9, 1:1, 9:16, in-store screens. - 03 Digital support Banners for ads and the website, app ASO, push and Viber.
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04 Offline Radio and in-store materials in the same style.
Team
- Agency
- DOGMA
- Client
- VARUS.UA
