Limited series of TM DIVO water with neuroarts about war

The Econia company and the Ukrainian deep tech startup ZibraAI presented a joint collaboration.

Econia, a manufacturer of water and baby food products, presented a limited series of water bottles with images of Russian-Ukrainian war scenes generated by a neural network. Pictures for the labels were created using a unique technology based on artificial intelligence developed by the Ukrainian deep tech startup ZibraAI. The creative agency Taktika came up with the idea of such a collaboration.

The impetus for creative collaboration was a charity project “Sirens Gallery”, which the ZibraAI startup team presented in June. “Sirens Gallery” is a gallery of 1,991 NFT images created by neural network by text descriptions of the most important events of the war. The goal of the project was to draw the attention of the world society to the horrors that the Russian Federation is committing in Ukraine. At the same time, the startup team wanted to show the bravery, resilience and humanity of Ukrainians who are fighting for their right to existence and independence.

According to the results of the project, it was possible to collect a quarter of a million hryvnias for humanitarian aid to Ukrainians affected by the war and the reconstruction of Ukrainian cities: all funds from the sale of neuroarts were sent to the accounts of charity projects on Dobro.ua and Unchain Fund.

From now on, the combination of modern art and technology can be seen on the limited series of water produced by Econia.

Econia has obtained exclusive rights to five images from the gallery “Sirens Gallery”. Digital neuroart images documenting major events of the war will be featured on water labels DIVO. Among the images that consumers will see on the labels are the iconic images of the war that determined the course of our history: the attack on Fr. Snake, the ghost of Kyiv, Ukrainian warbirds, a fearless Ukrainian woman, a meeting of Ukrainian families after the war.

“For 8 months, a full-scale war and a terrible humanitarian catastrophe, which the invasion of the Russian Federation led to, has been going on for 8 months. Using our expertise in working with artificial intelligence technologies, we managed not only to demonstrate to the world what is really happening in Ukraine, but also to raise the necessary funds to help Ukrainians affected by the war. But Sirens Gallery is now not just a social project, because we are starting to unite large Ukrainian business around this important initiative. Partnership with Econia – is a powerful collaboration, because from now on every Ukrainian, consuming water every day, will be able to touch the art created by modern technologies and support our important mission” – notes Oleksandr Petrenko, CEO of ZibraAI.

Since November 1, Ukrainians can buy water with images created by artificial intelligence in the Silpo, Auchan, Rost retail chains, as well as retail outlets throughout Ukraine.

How did the idea of collaboration come about?

Kyiv agency Taktika is responsible for the creative idea and packaging design in collaboration. In the summer of 2022, they started the DIVO rebranding project, within which, together with the Econia team, they decided to make the redesign of the label socially beneficial.

“Now all our projects face both a marketing and a social task. Just as every Ukrainian should help in whatever way he can, every Ukrainian brand should find a place for Ukraine in its communication. Our idea is to turn DIVO into a kind of “social and informational space on a supermarket shelf”. The label of this product will change every few months. The brand will donate the space of the bottle in favor of significant initiatives. This time, we recommended Econia to connect with Sirens Gallery, because it is a win-win from the point of view of aesthetics, meaning, and possible social impact,” – says Taktika co-founder Ilya Pochkun.

“When we were offered collaboration with Sirens Gallery, we didn’t think twice and immediately agreed. For us, this is, in addition to the opportunity to raise a painful topic and help the country, also the desire to talk about Ukrainian projects that are unprecedented in the world. Since water is a mass product, we can give a big organic reach with more than a million contacts. We are sure that business now plays a significant role not only in economic life, but also in the life of society as a whole. Therefore, we see our mission as both the creation of quality products and the delivery of socially significant information with their help.” – says Albina Plaksyva, marketing director of the Econia company.

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About Econia

Econia – an innovative enterprise for the production of drinking water and baby food with international quality standards. The company produces baby food TM “Malatko”, “Akvulya”, “Ya-Ya” and drinking water TM “DIVO”, “JODO”, “Chistiy Klyuch”.

About Taktika

Taktika — creative and design agency from Kyiv. Among their notable projects: the global communication rebranding of Viber, advertising campaigns for Multiplex, Prom and Skvot. The agency’s work received awards and honors at the Red Dot Design Award and Golden Drum festivals.

About Zibra AI

ZibraAI – a Ukrainian deep-tech startup that develops an ecosystem of solutions that work on the basis of artificial intelligence and simplify the process of creating content for all virtual worlds. At the beginning of the full-scale Russian-Ukrainian war, ZibraAI decided to use its expertise in the field of artificial intelligence to help the country and launched a charitable NFT project Sirens Gallery. ZibraAI is part of the technological ecosystem of the company Roosh.

About Roosh

Roosh is a Ukrainian technology company that invests and launches projects in the field of machine learning and artificial intelligence. The Roosh technology ecosystem includes: venture studio Pawa , venture fund Roosh Ventures , community-building platform AI HOUSE, online educational platform AI HOUSE CLUB, University of Technology SET University, R&D company Neurons Lab, startups Reface and ZibraAI.