VARUS.UA got the “Ye Varik” communication platform and a hero called Varik
In brief
Ahead of New Year, VARUS.UA needed to talk to shoppers about holiday groceries with delivery — and time was short. We offered a tool that was new to the brand — films generated with AI — and delivered on a tight deadline. That work gave birth to the “Ye Varik” communication platform and a hero we named Varik.
Key result
Ye Varik
VARUS.UA got a communication platform — and a hero we named Varik. The New Year campaign with AI-generated films was delivered on a tight deadline, and the platform outlived it: the brand keeps speaking through it.
Brief
Talk to shoppers at New Year — and make it before the holidays.
VARUS.UA delivery
Remind people that holiday groceries can be delivered within an hour.
Holiday discounts
Up to 50% off holiday shopping.
A new tool — AI
The business task was simple — New Year communication with shoppers. To make the deadline, we offered VARUS.UA a new tool: films generated with AI. The creative and the “Ye Varik” platform grew out of that work.
The holidays can’t be moved — so we changed the way production works
- 01 Time
New Year can’t be moved: the campaign had to launch before the holidays, with no time for casting, shooting or post-production.
We skipped the set entirely: scenes and videos were made with AI, in parallel with the banners.
- 02 Hero
The campaign had no character yet — one had to be found and brought to life within the same deadline.
We took Varusyatko, whom shoppers already knew from a game, and turned him into a living Varik.
- 03 Quality
Films made with AI had to look like real advertising.
One hero, one formula and one world in every frame — from the video to the push banner.
Idea
How Varusyatko from the game became Varik
The hero already lived in the chain
VARUS stores were running the “Happiness Box” game: shoppers looked after Varusyatko in the app — fed him, played with him, put him to bed and earned bonuses. We picked up that story.
We brought him to life
In the game, Varusyatko already had two looks — illustrated and plush. Both were static pictures: the hero didn’t move, didn’t speak and didn’t live alongside people. We took the plush version and brought it to life with AI — movement, facial expressions, real New Year scenes.
Varusyatko → Varik
A living hero gets a short name, like a friend’s. And one already in the language: in Ukrainian slang “varik” means “an option”, and “Ye varik?” (“Is there a way?”) is what people ask every day when they need a way out. Now that question has an answer.
A look through the peephole
A party, guests, and no champagne. The doorbell rings — through the peephole, Varik with a bag. From a hand-drawn sketch to the frame that the videos and banners grew from.
One situation — countless stories
Problem → “Is there a way?” → Varik appears → solution. The formula works in any season and format: it produced three videos, 92 layouts and, later, the campaign for the 2026 FIFA World Cup.
The formula in action
A problem — “Is there a way?” — and Varik is already here.
Forgot the bubbly? There’s always Varik!
Guests already here? Varik’s got three more servings!
Something sweet? Varik’s got it!
Sweet gifts? As always, Varik’s got it!
Someone forgot something? As always, Varik’s got it!
Campaign slogan
The packshot of every video and banner in the campaign.
Videos
Three micro-stories, one formula: a small disaster — “Is there a way?” — Varik is already here.
Formats
One video — three screens
Each video comes in three formats: for video ads, the social feed and Stories.
16:9 Banners
Six “Ye Varik” stories — from tangerines to guests at the door — in 92 layouts and 14 formats: website banners, push and Viber, Stories, social media and Google.
Scale
A New Year campaign with AI-generated films — on a tight deadline.
- 3
- videos, each in three formats
- 92
- banner layouts
- 14
- formats — from the website to Viber
- 6
- “Ye Varik” stories
Result
Varik got a warm welcome. The bigger win: VARUS.UA got the “Ye Varik” communication platform — and it works.
The platform went on to power the campaign for the 2026 FIFA World Cup. And we started developing Varik as a character in his own right.
What we’ll do for you
A character and a communication platform that outlive a single campaign
For when your brand needs a recognizable voice and a formula you can repeat in any season. We can start with the idea and the character, or go straight to the campaign.
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01 Insight and platform A phrase or situation from your audience’s life that carries all your communication. -
02 Character A hero people recognize in every frame and every format. - 03 Campaign films Videos on tight deadlines, in every format you need.
- 04 Banners for every channel Website, push, Viber, Stories, social media and Google — in one style.
Team
- Agency
- DOGMA
- Client
- VARUS.UA
