VARUS.UA scheduled delivery where the week is made of wishes
In brief
VARUS.UA wanted people to order groceries a week ahead — regularly, as a habit.
Yet “plan your week” sounds like a chore. So we started from VARUS.UA’s own strategy, which puts real-life scenarios at the center. The heroine dreams out loud about her week. And one order makes all of those dreams possible.
Key idea
This week I want…
VARUS.UA wanted people to order groceries a week ahead. We showed the week as a string of pleasant moments — breakfast, friends, a movie, dinner for two. And one order that makes them all possible.
Brief
Build the habit of a weekly grocery order
Where things stand
People order on the spot — when something runs out. Delivery is seen as an emergency service.
Where we’re heading
Everyday groceries ordered for the whole week ahead — regularly, as a habit.
VARUS.UA strategy
Real-life scenarios sit at the center of the brand’s communication. We built the brief’s task on them.
“Plan your week ahead” sounds like homework. So we spoke the language of wishes
- 01 Language
A direct “plan your week” message is a chore. It sounds dry and is quickly forgotten.
The heroine dreams out loud: “This week I want…”
- 02 Habit
Habits are born from repetition.
Every day is a familiar moment, and one order covers the whole week.
- 03 Reach
Everyone needs delivery — families, couples, friends.
Four scenarios where everyone recognizes themselves.
Insight
Few people plan “a grocery run”. People dream about their lives.
“I need to plan my weekly grocery shopping” — hardly anyone thinks like that in real life. That’s spreadsheet language. Dream language sounds like this: I want a tasty breakfast, to have friends over, a movie night, dinner for two.
№Weekly grocery orderQty
- 1eggs1
- 2wine1
- 3popcorn1
- 4steak1
- 5croissants1
- 6cheese board1
- 7chips1
- 8salad1
- 9cheese1
- 10candles1
- 11cola1
- 12flowers1
- 13berries1
This week I want…
- A tasty breakfasteggscroissantscheeseberries
- Have friends overwinecheese boardcandles
- Movie nightpopcornchipscola
- Dinner for twosteaksaladflowers
Idea
We show life in place of a plan
…a breakfast that’s sweet…
…friends round to eat…
…a movie-night treat…
…and a dinner for two, simple and neat
I’ll order the week — and make it complete!
Monday
The heroine puts her wishes into words in place of a “plan your week ahead” slogan. Each one is a separate real-life scenario viewers recognize in themselves. Meanwhile the cart fills up: one tap — and the whole week is on its way.
Video
15 seconds — one week. The voiceover rhymes like a nursery rhyme, so you want to repeat it.
Formats
One video — three screens
The video comes in three formats: for video ads, the social feed and Stories.
16:9 Campaign slogan
The packshot of the video and every banner. Doorstep delivery from UAH 499.
Banners
Two key visuals — bags at the door and the heroine with Varik — plus adaptations for Meta, Google Ads, Viber, push notifications and the website.
Process
Generation is only part of the production
-
Pre-production
Storyboard 8 frames team - Character turnaround sheet AI
-
Generation
Frames 350+ AI - Video 4–5 per scene AI
- Vertical separate generations AI
-
Post-production
Voice AI + casting team - Editing Premiere Pro team
- Color grading team
- Sound design music and SFX team
- Export 3 formats team
We generate the frames and video, then assemble the spot the way classic production does: editing in Premiere Pro, AI voice casting, color and sound design. Behind the video are more than 350 frames, 4–5 video generations per scene and separate ones for the vertical format.
Result
VARUS.UA got a creative concept that translates a business goal — the habit of scheduled delivery — into the language of wishes. It produced a 15-second video in three formats, two key visuals and digital adaptations.
We are gathering the campaign results together with VARUS.UA and will add them here as soon as they’re in.
What we’ll do for you
An idea that translates a business goal into people’s language
For when you need to change a habit and a direct call to action sounds like a chore. We’ll find the insight, tie it to your brand strategy and build the campaign — from the script to every banner.
- 01 Creative concept Insight, idea and script.
-
02 Campaign film The video and formats for every channel. - 03 Digital support Key visuals and banners.
Team
- Agency
- DOGMA
- Client
- VARUS.UA
