“Is it a cake, or a toy?” This was the question the guests were asked on a special day in one of the biggest shopping malls in Tbilisi. Food Network – American channel featuring programs about food and cooking is already available on Magti Television. To promote that fact, we created a ‘delicious stand’, where half of the objects were toys and another half were edible. Famous bakers crafted the marzipan figurines, while the artists created colorful toys. The main challenge was to tell which object was a cake and which one was a toy, so, everyone got the chance to taste the cupcakes, cookies, marzipan shoes, flamingo and get the free mobile internet by Magti.
Credits
Client – Magti / FoodNetwork Agency: Windfor’s
Creative Directors – Nino Gordeladze, Beqa Meparishvili Executive Creative Director – Nino Gordeladze Senior Art Director – Mari sukhishvili Art Director – Giga Tsiqarishvili Senior Copywriter – Irina Sakvarelidze Creative Strategy – Tsotne Mazmanishvili Client Service Director – Tamar Tsintsadze Account Manager – Mariam Gogodze
A Guest of Honor is satirical campaign, mocking celebrity endorsements, and testing the limits of famous Georgian hospitality. Leading TV network in Georgia – Caucasus Online with a tagline “Closer To You”, wanted to highlight their partnership with international brand – F ox Channel, by promoting popular series Walking Dead. While the main competitor used foreign celebrity endorsements in their campaigns, we wanted to mock the trend and also test levels of famous Georgian hospitality. We decided to invite a “star” from TV series – but this one would not be your typical celebrity. Supporting Actor – appearing in a scene in minute 23 of Episode 1, Season 6 would visit Georgia – never once breaking a zombie character, enjoying a deserved vacation among warmhearted and welcoming Georgians.
The strategy was to treat our guest just as real celebrity. We had prepared a full cultural program – the one we use in case of any high profile guest visit. We also notified TV series fans, bloggers, and reporters about his exact trip schedule, guaranteeing that he was in the center of attention and media coverage during his whole trip. We made sure that our guest of honor visited every national landmark and tourist attraction during his stay – guiding our Walking Dead “star” to the walking tour of Tbilisi – Sightseeing, wine-tasting, national cuisine, etc… After the first day of huge media buzz he became the most wanted [dead] man in town. 12 out of 14 local TV channels, newspaper reporters, and bloggers volunteered to follow his trip almost everywhere.
Besides earned media coverage, every smartphone of dedicated fans or confused observers also turned into tools of social media display, as the sight of zombies enjoying tourist attractions of Tbilisi became unskippable content. During just two days of his visit, the brand has generated $120k worth of earned media, and huge buzz on internet after zombie became a meme. So when the series returned on air after mid-season hiatus, the viewership rose by 16%.
Credits
Agency Credits: Executive Creative Director – Bibi Asatiani Creative Director – Vato Kavtaradze Creative Strategy – Lado Malazonia Account Planner – Tamar Tsintsadze Copywriter – Beqa Meparishvili Copywriter – Nino Gordeladze Copywriter – Iko Sakvarelidze Art Director – Matassi Sulakauri Art Director – Mari Sukhishvili Designer – Zakharia Metreveli Designer – Sandro Paliachi Designer – Mishka Nemsadze Digital Planner – Merab Kechkhoshvili Digital Planner and SMM – Sandro Javakhishvili Print Manager – Tika Dolidze Traffic Manager – Sopo Kechkhoshvili Production Credits: Director – Beqa Meparishvili Executive Producer – Ringailė Leščinskienė Producer – Zuka Gharibashvili DOP – Makho Khipshidze Assistant DOP – Giorgi Dzotsenidze Assistant DOP – Alexandre Sujashvili Making Of – Nino Menteshashvili Casting – Windfor’s / Misha Apkhazava Make-up Artist – Madona Chanturia Make-up Artist Assistant – Irma Datuashvili Make-up Artist Assistant – Nanuka Lavrelashvili Make-up Artist Assistant – Eka Chixradze Costume Designer – Natia Inckirveli Boom – Lasha Ugulava Boom – Tornike Karchxadze Runner – Giorgi Gurgenadze Driver – Giorgi Guruli Driver – Dato Shengelia Host – Sulkhan Latsabidze Hostess – Nino Gordeladze Zombie – S6EP1MIN23 Zombie Post-Production Credits: Post Production Manager – Natia Nikoleishvili Editing – Makho Khipshidze Editing – Goga Tsikolia CGI – Sandro Nakashidze Sound Editing – Paata Godziashvili Special Thanks To LOUDspeakers No human was harmed in the making of this project
