Most of our streets are named after famous Georgian scholars and great historical figures in an attempt to immortalize their good deeds. But there is one problem: millennials may remember their names - but they don’t know much about their achievements.
We were asked to raise awareness about the founding fathers for the upcoming Georgian Independence Day. We needed to somehow capture the attention of youngsters and help them recognize the achievements of these great individuals.
We created a new campaign - “Only Knowledge Leads to Freedom”.
One night - much to everyone’s surprise, we renamed the streets that were called after our national heroes across the countries biggest Cities. Instead of ordinary address signs simply carrying their names, we displayed the achievements that these people have accomplished.
This way we smartly turned the signs into educational establishments for the pedestrians.
During the campaign we enlisted Georgian intellectual influencers as educational guides. Some were spreading knowledge on public transports, others were taxi drivers for a day.
There were pop-up museums on street corners to educate people and to spread snaps and instagram stories about “tiny cards of knowledge”.
We created a “Street Messenger” page on Facebook where stories were posted about our great heroes and even had a scrollable “Street of Knowledge” on Instagram.
All outdoor activities were broadcast on social media and people's engagement dramatically increased not only on the streets, but also online.
Yes, not all roads lead to Rome, but now some Georgian streets educate people and lead to freedom.
Client - Ministry of education of Georgia
The Best Client Team - Darejan Tsurtsumia, Nincho Nemsadze, Nini Jijikhia
Creative Agency - Leavingstone
Creative Director - Levan Lepsveridze
Digital Creative Director - Pavle Gabritchidze
Project Executive - Ketevan Sakhvadze, Pavle Gabritchidze
Creative Team - Tatia Tabatadze, Sonya Gulagashvili, Nino Bitsadze, Levan Babutsidze, Elene Danelia, Ketavan Sakhvadze
Art Director - Nanka Bagaturia
Senior Graphic Designer - Elene Aptsiauri
Graphic Designers - Tatia Gugenishvili, Salome Tkhinvaleli, Nika Minashvili, Baiko Pirtskhalaishvili, Levan Mamsikashvili, Levan Babutsidze
Senior Copywriter - Elene Danelia, Nino Bitsadze, Sonya Gulagashvili
Case Video Story By -– Mindia Arabuli, Tatia Tabatadze, Levan Babutsidze
Copy Translator/Editor - Tatia Darsadze
Production Studio - “Limoni
Executive Producer – Dimitri Sharashidze
Producer - Nini Nozadze
Line Producer - Nodar Natelashvili
Director - Giorgi Okmelashvili
Cameraman - Anri Mekvabidze, Guka Kvitashvili, Nika Paniashvili, Giorgi Mkheidze
Sound Engineer - Davit Gabunia
Color - Levan Kukhiashvili
Special Thanks - Beka Adamashvili, Giorgi Meshveliani, Nika Jinchveladze, Vakho Vakhtangishvili