Bottled water brand uses NFTs that aim to help rebuild Ukraine
Food and drinks manufacturer Econia has bought the rights to artworks from an NFT collection of AI-generated fine art images that highlight atrocities committed by Russia in Ukraine.
The artworks were initially created by Ukrainian deep tech start-up ZibraAI, which has made a name for itself creating photorealistic graphics for the computer games industry.
Most of the Zibra team remain in Ukraine and wanted to use their tech and digital artistry to highlight the atrocities committed by Russia in Ukraine and to celebrate the bravery and resistance of Ukrainians.
In June this led to a collection of almost 2000 striking NFTs generated by a neural network pipeline based on textual descriptions of the most significant war events – a project which became known as Sirens Gallery.
Now Econia – a water and baby food manufacturer – has acquired exclusive rights to five artworks from the gallery which will feature on its DIVO bottled water labels, which are now available at a range of domestic supermarket outlets.
Kyiv-based creative agency Taktika came up with the idea of the packaging design for the collaboration.
The images – which will rotate every few months – include iconic scenes that have forever left a mark on Ukrainian history: the attack on Snake Island, the ghost of Kyiv, Ukrainian warbirds, a fearless Ukrainian woman, and a meeting of Ukrainian families after the war.
Overall the Sirens Gallery has raised approximately £23,000 for humanitarian aid to help Ukrainians affected by the war and assist in the reconstruction of Ukrainian cities.
According to CEO of ZibraAI, Oleksandr Petrenko, Sirens Gallery is now no longer just a social project because the start-up is starting to unite large Ukrainian businesses around this initiative.
“The partnership with Econia is a powerful collaboration because from now on, every Ukrainian consuming water will be able to touch the art created by modern technologies and support our important mission,” he said.
Subscribe to our Editor's weekly newsletter