Liquid Myth

Leavingstone: Creative Chairman: Levan Lepsveridze Leavingstone: Chief Creative Officer: Anze Jereb Leavingstone: Executive Creative Director: Levan Lepsveridze Leavingstone: Creative Director: Emily Koridze Leavingstone: Art Director: Bruce Lee Leavingstone: Sr. Copywriter: Keti Kipshidze Leavingstone: Copywriter: Qetka Magradze Leavingstone: Account Director: Zizi Nasrashvili Leavingstone: Account Director: Ekaterine Ebanoidze Leavingstone: Design Team Head: Matassi Sulakauri Leavingstone: Design Team: Aniki Gelashvili Leavingstone: Design Team: Giorgi Jinoridze Leavingstone: Design Team: Eka Vekua Leavingstone: Design Team: Mari Onavari Leavingstone: Design Team: Nikita Mchedlishvili Leavingstone: Design Team: Magda Janjalashvili Leavingstone: Sr. Account Manager: Salome Martiashvili Leavingstone: Account Manager: Mariam Simonishvili Leavingstone: Motion Designer: Luka Shvelidze Leavingstone: Administrative Team: Erekle Zurmukhtashvili Leavingstone: Administrative Team: Natia Demetradze Leavingstone: Administrative Team: Pikria Javashvili Leavingstone: Board: Giorgi Jinoridze Leavingstone: English Copy: Tatia Darsadze Production: Leavingstone: Executive Producer: Meli Bagdavadze Freelance: Director: Dima Chkheidze Freelance: Dop: Sandro Darakhvelidze Freelance: Steadicam Operator: Merab Kiknadze Leavingstone: Production Coordinator: Tamta Navrozashvili Freelance: Line Producer: Nino Chkhikvishvili Freelance: 1st AD on Set: Ninutsa Sinjikashvili Freelance: 1st AD Prepro: Maia Imedashvili Freelance: Production Design: Polina Rudchik Freelance: Production Design: Sandro Nadareishvili Freelance: Props Master: Zaza Vashakmadze Freelance: Set Design Assistant: Zaza Gogorishvili Freelance: Set Design Assistant: Nika Badashvili Freelance: Decorations by Jimsher Berdzenishvili KinoFactory: Decorations Freelance: Gaffer: Giorgi Gogatishvili Freelance: Light Department: Vazha Aprasidze Freelance: Light Department: Giorgi Gogbaidze Freelance: Light Department: Akaki Kurdadze Freelance: Light Department: Robert Araqeliani Freelance: Light Department: Giorgi Chubinidze Freelance: Light Department: Ghvtiso Melashvili Freelance: Light Department: Shalva Leluashvili Freelance: Light Department: Archil Samkharadze Freelance: Light Department: Bidzina Chkheidze Freelance: Light Department: Bidzina Chinchaladze Freelance: Light Department: Datuna Arabidze Freelance: Camera Crew: Bacho Budu Iakobidze Freelance: Camera Crew: Khatia Khalvashi Freelance: 1st AC: Irakli Duru Zhgenti Freelance: Dolly: Ghvtiso Melashvili Freelance: Dolly: Bacho Jakhua Freelance: Costume Designer: Ika Bobokhdze Freelance: Wardrobe Assistant: Mariam Sabanadze Freelance: Wardrobe Assistant: Elene Zvanbaia Freelance: Wardrobe Assistant: Nino Zvanbaia Freelance: Wardrobe Assistant: Nini Natelashvili Freelance: Wardrobe Assistant: Ana Pailodze Freelance: MUA & Hair: Madonna Chanturia Freelance: MUA & Hair: Teo Glonti Freelance: MUA & Hair: Eka Lomtadze Freelance: MUA & Hair: Nino Dashniani Freelance: Casting Manager: Nutsa Abashidze Freelance: Casting Assistant: Elene Kekelidze K2 Club: Stunt Department Freelance: Stunt Coordinator: Giorgi Komakhidze Freelance: Location Manager: Inna Margvelashvili Freelance: Location Manager on set: Nino Jvania Freelance: Set Manager: Giorgi Peradze Freelance: Production Assistant: Ana Gazdeliani Freelance: Runners: Giorgi Tsikhishvili Freelance: Runners: Giorgi Barbaqadze Freelance: Special Effects: Ioseb Gvasalia Freelance: Special Effects: Dato Gvasalia Freelance: Special Effects: Alexandre Gvasalia Freelance: Special Effects: Sandro Gvasalia Freelance: Special Effects: Rostom Giorgadze Freelance: Special Effects: Stanislav Pestov Freelance: DIT Operator: Boris Ostaev Freelance: Drivers: Kakha Gugushvili Freelance: Drivers: Goga Rodonovi Freelance: Drivers: Lasha Kiladze Freelance: Drivers: Giorgi Aslamazishvili Freelance: Cleaning Lady: Marine Lomidze Belgian Waffle: Catering Freelance: Rental: Jaga Grip Leavingstone: Storyboard Artist: Irakli Toidze Leavingstone: Storyboard Artist: Qetka Magradze Freelance: Photographer: George Kolbaia Freelance: Assisting Photographer: Elene Gomelauri Freelance: BTS Operators: Giorgi Chekurishvili Freelance: BTS Operators: Dato Chekurishvili Freelance: Choreographer: Muro Gagoshidze Georgian National Ballet Sukhishvili: Ensemble Celebrity Shooting Team: Freelance: DP: Vigen Vartanov Freelance: Gaffer: Giorgi Gogatishvili Freelance: Camera Crew: Nika Ghoghoberidze Freelance: Camera Crew: Tsotne Chkheidze Freelance: Focus Puller: Erekle Tskhelishvili Freelance: MUA & Hair: Ekaterine Chanchibadze Freelance: Producer, Vincent Perez Representative: Nikoloz Khomasuridze Freelance: Celebrity coordinator: Nini Saralidze Fiesta: Catering Post Production: Freelance: Visual Effects: Highway VFX Freelance: VFX Supervisor: Luka Jgarkava Freelance: VFX Producer: Levan Lapachi Freelance: VFX Lake Scene: Garnamatac Freelance: CGI Artist Tbilisi Scene: David Chabashvili Freelance: CGI Artist Tbilisi Scene: Irakly Zurabishvili Freelance: Music by Zviad Mgebry (POSTRED) Freelance: Vocals: Lua Freelance: Color Correction: Pavel Marko (UPP Prague) Freelance: Sound Design: Paata Godziashvili Freelance: Sound Production & Post-Production Service: Studio Phonograph Freelance: Sound Recording: Salome Akhaladze Freelance: Sound Recording: Paata Godziashvili Freelance: Voice Casting: Artur Stepanyan Freelance: Voiceover Artist: Varlam Korshia Freelance: Translator: Daniel Tertichniy Freelance: Special Thanks to Beqa Adamashvili Freelance: Special Thanks to Lili Ninidze Freelance: Special Thanks to Michelle Lepsveridze Freelance: Special Thanks to Borjomi Rangers Freelance: Special Thanks to All Cast & Crew members!

Background 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. Solution & Execution (Creative idea) 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. Borjomi brand is iconic, it is an integral part of Georgian identity and the culture of our country. That's why, in the campaign, we tried to show "Borjomi" as national pride in the most authentic Georgian way. We created a unique song based on the motifs of a Georgian folk masterpiece, "Tsintskharo." We embedded traditional rhythmic melodies of Georgian folk dance songs in the second half of the song. The song “Tsintskharo” describes a story of a person who walked down to the spring water. While recording the tune, we directly used water instruments. We specifically created the costumes, taking into account the traditional Georgian dance costumes and the illustrations from The Knight in the Panther's Skin, a Georgian medieval epic poem written by our renowned national poet Shota Rustaveli. We purposefully built an entire market in the style of the 1880s to portray the time period with utmost accuracy. Also, the people performing Georgian national dances in the ad are the dancers from the Georgian National Ballet Sukhishvili. Results 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.