Клиент
Georgian Beer Company
Рабочая группа
Creative Chairman: Levan Lepsveridze
Creative Director: Emily Koridze
Senior Copywriter: Keti Kipshidze
Copywriter: Qetka Maghradze
Creative Strategist: Tekla Khantadze
Account Directors: Zizi Nasrashvili, Ekaterine Ebanoidze
Account Manager: Lana Bachaliashvili
Art Director: Bruce Lee
Head of Design: Matassi Sulakauri
Design Crew: Aniki Gelashvili, Nikita Mchedlishvili, Eka Vekua
PHOTOGRAPHER: Maus Mrsariashvili
Photographer’s assistant: Ika Khargelia
Production Company: FIRE
Production Executive Producer: Tamar Tvaradze
Producer: Ani Meladze, Mariam Zubashvili
Production Manager: Giorgi Gugeshashvili
Production Designer: Elene Kekelidze
Location Manager: Elene Suladze
Set Manager: Valerian Urushadze
Задача
Background *
Navigating life as a Gen Z in Georgia is no easy feat because of all the stereotypes put on them by society. They are constantly in the spotlight, the subject of every conversation. Dealing with a never-ending flood of advice on how to act, dress or talk.
Beer Ravi is for those who like to keep it chill in life. This brand is the opposite of pretentious, just like Gen Z. It wants to encourage Gen Z to be, unapologetically, who they are! Ravi, why not?
Solution & Execution *
Ravi, a cool, laid back Georgian beer that translates to - I Dunno - in English, decided to step in to back Gen Z up. We gathered up a team full of Gen Z, grabbed all that stuff boomers throw at them, and turned it into something to be proud of! With a message, Idk why not?!
E.g.:
IDK, Why not ink up your whole body?
IDK, Why not raise pets instead of children?
IDK, Why not thrift like a pro?
IDK, Why not ditch the serious act?
IDK, Why not own the night?
IDK, Why not just chill?
IDK, Why not go with the flow?
IDK, Why not rock the style?
IDK, Why not live your truth
We encountered them to be more independent and unique, without following elders' stereotypical wishes.
We didn’t create any fancy campaigns. We took it to the streets, just like Gen Z likes it. We blasted these ideas all over the city, making posters on every corner, hoping the message would resonate with anyone who saw it. And instead of feeling pressured to change by society, they would feel proud to be themselves, on their terms!
We teamed up with real Gen Z TikTokers to genuinely connect with their generation. No outdated media needed, just some dope GenZ influencers! Who are authentically showcasing their lives. We captured glimpses of their day-to-day lives, and, thus, Ravi, there you have it!
Results *
So, TikTok blew up with our authentic positive vibes, thanks to these Gen Z influencers relating to our message and spreading it with their fellow followers. And we achieved what we hoped for -making it a little less scary to be a Gen Z in Georgia, because IDK - Why not?
