Liquid Myth

Borjomi epic legend comes to life!

Story

Borjomi is a brand of naturally carbonated mineral water from springs in the Borjomi Gorge canyon of central Georgia. The mineral springs of the Borjomi valley were known to locals for over a thousand years. They reached greater recognition in the early 1800s. Today the Borjomi brand is an integral part of our culture and modern history.

Georgian people have a strong bond with the Borjomi brand. We wanted to give it the recognition it deserves to solidify its position as a national heritage brand on a global scale. In this new large scale campaign, we wanted to depict three eras - the mythical one, which tells us the legend of the discovery of "Borjomi"; The 1890s, when "Borjomi" production began and the modern era. All three periods tell us about the life-giver power of "Borjomi" and the long history of the first Georgian mineral water.

Borjomi as the vitalizer, artesian spring water, often plays a decisive role in representing our country to the world. It is objectively the only Georgia brand that is well-recognized on a global scale. With this ad, we wanted to recapture Georgian heritage for the Borjomi brand, turning Borjomi into the purest form of a love mark symbolizing our country.

In this campaign, we introduce the legend of the discovery of Borjomi, taking the audience on a journey around Georgia throughout different eras of Borjomi. To better showcase the historical significance of invigorating mineral water across Georgia, we decided to film in Svaneti, Kazbegi, Kakheti, Mtskheta, and Tbilisi, in addition to Borjomi Gorge.

We wanted to show that "Borjomi" has given us unique life-giving properties throughout history. Every single Georgian is proud of this product. That is why, in the new campaign, we presented "Borjomi" as an integral part of Georgian identity and the culture of our country.

Borjomi brand is iconic, maintaining its fame status for centuries. That's why, in the campaign, we tried to show "Borjomi" as national pride in the most authentic Georgian way.

We should also mention that the modernized version of the outstanding polyphony "Tsintskaro" we hear in the ad was made for this campaign. Also, the people performing Georgian national dances in the ad are the dancers from the Georgian National Ballet Sukhishvili. 

In addition to Georgia, the advertisement was broadcast in European and Central Asian countries. A website — borjomi.com — was created especially for the new communication campaign. The campaign strengthened Borjomi's position on a global scale and gave it the opportunity to enter new markets. 

The Georgian language version of the ad got 1.6 million views on social media, 12K Reactions and 1.5K Shares. This coming September we are planning to air it on Television and social media in multiple other countries.

awards

Credits

    Creative Chairman: Levan Lepsveridze

    Chief Creative Officer: Anze Jereb

    Executive Creative Director: Levan Lepsveridze

    Creative Director: Emily Koridze

    Art Director: Bruce Lee

    Sr. Copywriter: Keti Kipshidze

    Copywriter: Qetka Magradze

    Account Director: Zizi Nasrashvili, Ekaterine Ebanoidze

    Design Team Head: Matassi Sulakauri

    Design Team: Aniki Gelashvili, Giorgi Jinoridze, Eka Vekua, Mari Onavari, Nikita Mchedlishvili, Magda Janjalashvili


    Sr. Account Manager: Salome Martiashvili

    Account Manager: Mariam Simonishvili

    Motion Designer: Luka Shvelidze

    Administrative Team: Erekle Zurmukhtashvili, Natia Demetradze, Pikria Javashvili

    Board: Giorgi Jinoridze

    English Copy: Tatia Darsadze


    Production:

    Executive Producer: Meli Bagdavadze

    Director: Dima Chkheidze

    Dop: Sandro Darakhvelidze

    Steadicam Operator: Merab Kiknadze

    Production Coordinator: Tamta Navrozashvili

    Line Producer: Nino Chkhikvishvili

    1st AD on Set: Ninutsa Sinjikashvili

    1st AD Prepro: Maia Imedashvili

    Production Design: Polina Rudchik, Sandro Nadareishvili

    Props Master: Zaza Vashakmadze

    Set Design Assistant: Zaza Gogorishvili, Nika Badashvili

    Decorations by Jimsher Berdzenishvili and KinoFactory

    Gaffer: Giorgi Gogatishvili

    Light Department: Vazha Aprasidze, Giorgi Gogbaidze, Akaki Kurdadze, Robert Araqeliani, Giorgi Chubinidze, Ghvtiso Melashvili, Shalva Leluashvili, Archil Samkharadze, Bidzina Chkheidze, Bidzina Chinchaladze, Datuna Arabidze

    Camera Crew: Bacho Budu Iakobidze, Khatia Khalvashi

    1st AC: Irakli Duru Zhgenti

    Dolly: Ghvtiso Melashvili, Bacho Jakhua

    Costume Designer: Ika Bobokhdze

    Wardrobe Assistant: Mariam Sabanadze, Elene Zvanbaia, Nino Zvanbaia, Nini Natelashvili, Ana Pailodze

    MUA & Hair: Madonna Chanturia, Teo Glonti, Eka Lomtadze, Nino Dashniani

    Casting Manager: Nutsa Abashidze

    Casting Assistant: Elene Kekelidze

    Stunt Department: K2 Club

    Stunt Coordinator: Giorgi Komakhidze

    Location Manager: Inna Margvelashvili

    Location Manager on set: Nino Jvania

    Set Manager: Giorgi Peradze

    Production Assistant: Ana Gazdeliani

    Runners: Giorgi Tsikhishvili, Giorgi Barbaqadze

    Special Effects: Ioseb Gvasalia, Dato Gvasalia, Alexandre Gvasalia, Sandro Gvasalia, Rostom Giorgadze, Stanislav Pestov

    DIT Operator: Boris Ostaev

    Drivers: Kakha Gugushvili, Goga Rodonovi, Lasha Kiladze, Giorgi Aslamazishvili

    Cleaning Lady: Marine Lomidze

    Catering: Belgian Waffle

    Rental: Jaga Grip

    Storyboard Artist: Irakli Toidze, Qetka Magradze

    Photographer: George Kolbaia

    Assisting Photographer: Elene Gomelauri

    BTS Operators: Giorgi Chekurishvili, Dato Chekurishvili

    Choreographer: Muro Gagoshidze

    Ensemble: Georgian National Ballet Sukhishvili

    Celebrity Shooting Team:

    DP: Vigen Vartanov

    Gaffer: Giorgi Gogatishvili

    Camera Crew: Nika Ghoghoberidze, Tsotne Chkheidze

    Focus Puller: Erekle Tskhelishvili

    MUA & Hair: Ekaterine Chanchibadze

    Producer, Vincent Perez Representative: Nikoloz Khomasuridze

    Celebrity coordinator: Nini Saralidze

    Catering: Fiesta

    Post Production:

    Visual Effects: Highway VFX

    VFX Supervisor: Luka Jgarkava

    VFX Producer: Levan Lapachi

    VFX Lake Scene: Garnamatac

    CGI Artist Tbilisi Scene: David Chabashvili, Irakly Zurabishvili

    Music by Zviad Mgebry (POSTRED)

    Vocals: Lua

    Color Correction: Pavel Marko (UPP Prague)

    Sound Design: Paata Godziashvili

    Sound Production & Post-Production Service: Studio Phonograph

    Sound Recording: Salome Akhaladze, Paata Godziashvili

    Voice Casting: Artur Stepanyan

    Voiceover Artist: Varlam Korshia

    Translator: Daniel Tertichniy

    Special Thanks to Beqa Adamashvili, Lili Ninidze, Michelle Lepsveridze, Borjomi Rangers and to all Cast & Crew members!

source

date

  • Jun 2023