Visa "Shining Through the Darkness"

Visa believes that even the smallest step brings us closer to the great goal. This idea became the foundation of a global campaign where the brand tells the stories of so-called “gifted prodigies.”
But that’s only how it may seem at first glance. In reality, behind every achievement of the campaign’s heroes stand countless sleepless nights, thousands of attempts and failures, and relentless hard work.
For Ukrainians, the idea of taking daily steps toward a big goal feels even more relevant. Alongside personal aspirations, there’s now a shared one — victory.

That’s why, inspired by the global idea, we teamed up with the Visa Ukraine marketing team to adapt it to our local reality — where every step toward personal growth also contributes to helping the country.

We gathered stories of Ukrainian small and medium-sized businesses that continue working here and now, inspiring others with their products and mindset. Among them are byMe, Good Bread, Rekava, and Turbat.

Since the beginning of the full-scale war, these companies not only kept going — they discovered new meanings, launched innovative products, and achieved remarkable growth. They understand that every tax paid is a step. Every donation is a step. Every new job created is a step. Together, these small steps make up the long road to victory.

 

At the same time, every viewer of our videos can take their own step too — by supporting Ukrainian-made products. This not only helps local businesses grow but also strengthens the country’s economy.

 

The voice of our manifesto belongs to Serhii Silakov, better known as thekomakoma. As it turned out, the musician, volunteer, and now active serviceman had already written a song about the power of small steps and the shared responsibility we all carry for our common future.

His song “Shining Through the Darkness” became more than just a soundtrack for the stories of these businesses — it became the emotional core of our project. It added depth and sincerity, allowing us to speak directly to a young audience in a language they understand.