A positively scrumptious and mind-bendingly colorful new ad campaign emerged from our latest collaboration with Georgian mineral water brand Likani. This is a brand that approaches its audience directly from the bowels of the earth, bringing its inherent pure energy to the buzzing city center like a breath of fresh air. Likani's key message is "encourage courage" and that's exactly what its mineral water does. Likani fuels every person with vigor and fills them with a limitless supply of vitality.
Today we have found ourselves living in a grim reality and our agency now more than ever had a strong desire to create powerful and genuinely light-hearted ad, that could overtake our existence by its waves of joy and have the power to revive happiness.
With our ad, we tried to instill the love of life in our audience, to charge them with positive emotions that would prompt them to turn even the smallest cheerful moments into celebrations. This was how the idea of reimagining old Georgian folk hits came to us. We wanted to find a tune that would be nostalgic to remind us what we used to love and then we would add modern twist to it stirring up new exciting emotions in our audience. In our search, we came across "O Rero" and modernized it in a way that gave us a perfect blend of reminiscence and roaring youthful spirit.
The Likani brand has been growing alongside us, and it has always remained distinctive with its current messaging and young spirit. The purpose of the new communication campaign was to show all these strong characteristics that we've come to know and love over the years, while simultaneously bringing them to the audience in a new light. Mainly to perfectly exhibit the key attribute, which is the incredible energy of its unique mineral water. Likani's brave nature is infectious and it will most certainly encourage everyone to achieve just about anything.
Despite the budget cuts and the weather changes, we persevered without postponing the production and over delivered on our small budget. Currently, Likani video's stats have already surpassed other high-budget competitors' ads. Our agency tried to create real value and this was what generated our success. We are glad to say that we've managed to uplift people's moods and hopefully motivated them to live fulfilling and bold lives.
Client:
Brand Manager: Tata Katamadze
Marketing Director: Datka Gelashvili
Agency:
Chief Creative officer: Levan Lepsveridze
Lyrics: Beqa Adamashvili
Creative Team: Basa Metreveli, Samuel Muzaevi, Keti Kipshidze
Illustrator/Designer: Baiko Pirtskhalaishvili
Strategist: Anano Gabunia
Account Director: Erekle Zurmukhtashvili
Financial Team: Natia Demetradze, Nana Tushishvili
Lawyer: Pikria Javashvili
Production:
Executive Producer: Meli Bagdavadze
Director: Dima Chkheidze
DoP: George Shvelidze
Producer: Tamta Navrozashvili
1st AD: Sali Jugeli
Art Director/Production Designer: Polina Rudchik
Ass. Production Designer: Sandro Nadareishvili
Designer’s Assistant: Nika Kenkebashvili
Decorations by Jimsher Berdzenishvili & KinoFactory
Gaffer: Misho Saganelidze
Lighting Team: Bidzina Chkaidze, Vazha Aprasidze, Bezhan Laliashvili, Zurab Narimanidze
Camera Team: Giorgi Karbelashvili, Levan Zaridze
Focus Puller: Manu Elijarashvili
Costume Designer: Ika Bobokhidze
Set Dresser: Elene Gabilaia
MUA: Madona Tchanturia
Hair Stylist: Giga Bagration-Gogadze
Casting Director: Misha Apkhazava
Casting Manager: Salome Kokuashvili
Choreographer: Xosilita Xositashvili
Locationg Manager: Irakli Gvishiani
Runner: Sandro Goshadze
Location Team: Beka Abramishvili, Lado Laperashvili, Grisha Azarevich
Stunt Department: K2 Club
Special Effects: Dato Gvasalia, Soso Gvasalia
Storyboard Artist: Mikheil Darjania
Photographer: Vakhtang Alania, Kikala Studio
Making-of by Irakli Metreveli
Post-Production:
CGI by Garnamatac
Color Grading by Artyficial
Colorist: Artem Leonov
Sound and Music by Postred
Vocalist: Tato Rusia
Backup Vocals: Lua
Original Song - Rero - O, Rero, Rero (1966)
Composer: Konstantin Pevzner
Lyrics: Ioseb Noneshvili
Eng Copywriter: Tatia Darsadze
Vocals: N. Abesadze, S. Koroshinadze, G. Chirakadze