Video Case Launch of DIVO by Ekonia: How Do You Create More Than a Commercial? You Create a Brand Manifesto.
Client
Econia / USAID
Year
2025
Location
Ukraine
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How do you create not just a commercial video, but a visual manifesto for a brand? In this case study, we share how high-quality creativity, a deep strategic approach, and the strong production team at Miks Digital helped Eсonia introduce and promote DIVO, an innovative water brand.
One of more than 40 marketing and production support projects delivered by Miks Digital for medium-sized and large businesses over the past two years was its collaboration with Eсonia, a leading Ukrainian manufacturer of baby food and drinking water. The client’s primary request was the development and production of a commercial video to promote the new water brand DIVO, built around a unique vision. An additional task was the implementation of a nationwide digital campaign for the Malyatko brand.
“When it came to DIVO, we knew exactly what we wanted: not just to show a bottle of water, but to present a product that exists within a futuristic educational and informational space. It was important for us that this video become more than just an advertisement—it had to be a visual manifesto of the brand. Behind every bottle lies an educational mission. Visually, it is a stylish, minimalist label. But behind it stands an informational and cultural space that unfolds through QR codes. Each DIVO collection is a new digital exhibition that opens directly from the store shelf. By scanning the code, consumers enter a virtual gallery featuring real works of art and much more. The concept of the exhibits will evolve over time, each collection highlighting its own unique meaning,” says YYevhenii Dolhov, Development Director at Eсonia.
The project started with an existing video concept developed by Havas Digital: water was positioned as the central element of a digital installation. The planned duration was 21 seconds. Within those 21 seconds, however, the concept included 10 scenes, 5 complex 3D environments, futurism, art, and artificial intelligence.
“This was not a traditional commercial. It was a story—an aesthetic, profound, and technology-driven one. The biggest challenge was water as a transparent object. Water has refraction properties, light reflections, and texture. All of that had to be preserved. At the same time, most of the scenes took place in virtual 3D environments where the bottle had to look completely natural,” says Vitaliy Vardzal, Founder of Miks Digital.
As a result, simply placing a person with a bottle in front of a green screen was not an option—we would have lost the texture and natural properties of the water. This was a critical challenge. Everything had to look as realistic as possible.
That is why we chose a different approach: we filmed in a real location—an innovative space with large LED screens. We then completely cleaned the footage, replaced the screens with custom 3D animation built around the required storyline, and synchronized the scene with the actor’s movements, which were filmed against visuals that had been prepared in advance.
Next came the finest level of detail:
● we created a 3D animatic for the commercial;
● we developed 5 unique virtual environments of a futuristic museum from scratch;
● we performed rotoscoping (manually cutting out the character frame by frame);
● we selected the music, voice tone, and narration intonation variations that supported the rhythm of the video, its atmosphere, and the overall brand style.
“One of the most interesting parts of the project was the rotoscoping work on the character. We wanted to preserve the maximum naturalness of a person drinking water, even when integrated into a 3D environment,” says Yurii Dankevych, Production Director at Miks Digital. “To achieve this, we made part of the screen green, while the area where the water intersected with the screen remained natural. This allowed us to preserve the texture and light refraction of the water.”
The result was a commercial that does not need extra words: it speaks through style, movement, and textures. The water feels alive, while the 3D environment feels organic.
“We wanted viewers to feel an emotion before they even realized they were watching a water commercial. When, after the first viewing, people told us ‘it’s beautiful and meaningful,’ we knew we had achieved our goal. DIVO gained a clear positioning as an innovative, aesthetic, and contemporary product filled with meaning,” says Vitaliy Vardzal, Founder of Miks Digital.
The campaign launched in January 2025 across digital channels and later expanded into retail chains in the spring.
The results speak for themselves. During the first three months after launch:
● the brand expanded its presence in national retail chains, including Silpo, Auchan, and others;
● production volume increased by 122%;
● 38 new jobs were created across the entire business process chain;
● more than 195,000 QR codes were scanned, generating over 140,000 unique visits to the virtual gallery;
● the average time spent viewing a collection page was 1 minute and 12 seconds, indicating a high level of engagement.
“This commercial became more than advertising for us. It helped bring together all the values of DIVO within a single frame. We are grateful to Miks Digital for their professional and flexible execution. This case demonstrates that even a water commercial can have depth. We believe that water carries memory. It can preserve images and convey emotions. We wanted every DIVO bottle to communicate something more—meaning, emotion, and story. We wanted people to nourish not only their bodies, but also their minds,” concludes Iryna Varahash, President of Econia.
In fact, the idea of transforming an ordinary label into a platform for sharing cultural heritage first emerged back in 2021. There is so much to tell about our cultural identity. During the first months of the war, this idea and the concept behind the label collections evolved further, as many works of art were destroyed, displaced, or lost their audiences. Today, every DIVO bottle carries living, evolving context—changing with each new collection. In partnership with artists, historians, and curators, the brand presented two collections in 2025 dedicated to the artistic heritage of the Luhansk, Kherson, and Crimea regions.
For Miks Digital, this was not just another project. It was a blend of art, technology, and marketing, where the agency was not merely an executor, but felt directly involved in shaping the story of a brand.
An additional request for Miks Digital was to implement a nationwide digital campaign promoting the Malyatko brand across digital media channels. The previous agency declined the project, considering the required KPIs unrealistic. As a result, Miks Digital exceeded the targets: the campaign outperformed the established KPIs by 30%. Following the overall brand advertising campaign, in which the digital campaign was one of the key components, total sales of the brand’s products across retail chains in Ukraine increased by 13% compared to the same period of the previous year.
Econia LLC is a Ukrainian company that produces high-quality baby food and drinking water. Its well-known brands include Malyatko, Akvulia, YODO, Chystyi Kliuch, and the new DIVO. The company’s products are available throughout Ukraine and in European markets, including Moldova, Poland, and Belgium. At the core of the company’s philosophy are care, innovation, and responsibility.