ONUKA: #ecostrum

Ahead of the release of the music video for the track ‘STRUM’, the band ONUKA, in collaboration with No Waste Ukraine, launched the #ECOSTRUM environmental initiative. For the campaign, we created an interactive promotional website that turned watching and sharing the music video into a way to support an environmental project.

The idea behind #ECOSTRUM was to harness the reach of the music release to promote waste sorting in Ukraine. The revenue generated from views and shares of the STRUM video was channelled towards supporting the work of waste sorting stations.

Our task was to bring this idea to life online and create an interactive website that didn’t just tell people about the initiative, but actively engaged users in it.

#ECOSTRUM digital mechanics

The project is based on a simple mechanism: watch a STRUM video, find out more about the environmental initiative and share it on social media.

In this way, every user could help the campaign reach a wider audience and draw attention to the issue of waste sorting.

Personalised social sharing

One of the site’s key technical features was the personalisation of content for sharing on Facebook.

After logging in, users could post a link to STRUM with their own photo as a personalised Open Graph image.

Instead of a standard preview, each participant received a personalised post, which made the campaign’s reach more personal and noticeable in the social feed.

Music as part of the digital campaign

The STRUM video was not just content on the promotional website, but a central element of the campaign’s mechanics.

We combined a music release, an interactive web experience and social sharing into a single scenario, transforming the audience at ONUKA into active participants in #ECOSTRUM.

A digital campaign with a social purpose

#ECOSTRUM demonstrates how a digital campaign can not only generate buzz around a music release but also engage the audience in a social initiative.

Technology in this project became an integral part of the communication strategy: every user interaction helped spread the campaign’s message and attract a new audience.

Awwwards Honourable Mention

The STRUM website received an Honourable Mention from Awwwards — an international platform that recognises the best work in web design and digital experience.

An interactive digital experience for ONUKA

As a result, we created a digital experience that combined music, a social initiative, personalisation and content-sharing mechanics into a single interactive product.

The project demonstrates our expertise in developing bespoke interactive web projects and digital solutions for marketing campaigns, where technology is an integral part of the communication mechanism itself.

I can do the minimum, but I believe in the maximum!