Tsiv-Tsivi
10/05/2021
Your guide in a world of cold cold beer
„Zedazeni“, the leading player in the Georgian beer & beverages industry, was launching a new brand with the focus on draught beer and came to us for help. Right off the bat, we came up with a perfect name - “Tsiv-Tsivi” - which directly translates to "cold-cold" and here is used to describe a fresh beverage that is just about ready for consumption. Tsiv-tsivi entered the market with a bang, surprising critics and beer lovers alike, without clouding their judgment. Our agency worked on the strategy, the branding, the typography, the communication campaign, you name it. And most importantly our team made this peculiarly great ad that you’re seeing right now.

The main goal was to create a trendy draught beer brand and to secure its positioning on the market. This beer was inevitably going to be “the new kid on the block”, so we decided to capitalize on this image and to further emphasize its freshness. This way we would turn Tsiv-tsivi into "one of the cool kids'', that would surely resonate with the Georgian current crowd. 


Often than not our public has preconceived notions when it comes to new Georgian-made products, especially if that product is beer. Most of the time, this prejudice leads skeptics to overlook the beer without even giving it a taste. For the ad, we decided to personify this type of consumer, in order to beat these cynics to the punch. We poked a little fun at our beer ourselves before they had the chance. To deliver the message, besides the beer, in our ad, we decided to include the things that are universally recognized and accepted by everyone except for our protagonist. 

This way we wanted to show the audience that, surprise surprise, a person with a knack for looking at things negatively can be wrong, sometimes, or let's face it, most times. We wanted to demonstrate the reasons why you shouldn’t take other’s opinions to heart and why you, yourself, must have a taste of our new beer first. If you’re not a fan of Tsiv-tsivi after tasting it, well then, we told you the exact same thing in our ad, didn't we? But if so happens that you like our beer, then we are ecstatic to have provided you with such a wonderful surprise! 


We embedded this archetype in everything from typography to visuals. We wanted to awaken positive feelings by bringing back nostalgic memories that have faded over time. This concept was also the backbone of the TVC, where we used the known phrases often heard in the neighborhoods and homes while complaining about everything remotely suspicious in sight.

We wanted to offer people a high-quality modern Georgian beer that they could easily find anywhere, even outside the large chain supermarkets where draught beers are usually sold. Here you’ll often see people taking gallons of draught beer to their homes together with tons of snacks. Knowing this we started selling Tsiv-tsivi in specific locations designed especially for draught beer lovers, where they’d find our beer along with all sorts of munchies to nibble on.  


The ad got one million views and the responses we received were brilliant! Many even tried to recreate what our main character would’ve cynically said about our ad! Now, we've successfully established Tsiv-tsivi as a brand that welcomes any beer lover as its own. We want it to be the best friend for the people, the beer friend if you might. Tsiv-tsivi will always be the wingman and a confidant to anyone who wishes and it’ll guide them in this world of cold cold beer.

CREDITS
Client
Chief Creative Officer :
Levan Lepsveridze
Creative Director :
Beqa Adamashvili
Copywriter:
Mindia Arabuli
Senior Account Manager: :
Mari Machavariani
Strategy Director :
Nino Kuprashvili
Designer:
Magda Janjalashvili
Logo Designer:
Kakha Kakhadze
Production
Executive Producer :
Meli Bagdavadze
Director:
Dima Chkheidze
DoP:
George Shvelidze
1st AD:
Ninia Sherpa
Producer:
Tamta Navrozashvili
Production Design by:
Polina Rudchik
Ass. Production Designer:
Sandro Nadareishvili
Decorations by :
Jimsher Berdzenishvili and KinoFactory
Set Manager:
Vaniko Beruashvili
Steady-Cam:
Merab Kiknadze
Gaffer:
Misho Saganelidze
Focus Puller:
Manu Elijarashvili
Costume Designer:
Ika Bobokhidze
Set Dresser:
Elene Zvanbaia
MUA & Hair by :
Nino Bedeladze
Casting Director:
Taso Okropiridze
Casting Manager:
Irakli Tatrishvili
Location Scouting:
Tiko Lortkipanidze
Stuntmen Coordinator:
David Khubua
Soundguy:
Irakli Ivanishvili
Post Production
Sound by :
Paata Godziashvili
Music by:
Zura Makhniashvili
English Copywriter:
Tatia Darsadze
CGI Artist:
Saba Chkhaidze
Color Grading by :
Artyficial
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