RecAIcled Ads

Client: Tene Founder: Sandro Liluashvili Marketing Manager: Beka Oniani Creative Studio:JoyBoy Creative Director: Lasha D. Kotori Creative Team: Marita Kavelashvili, Ana Tediashvili, Nutsa Kakulia, Sopho Lominishvili, Aleksandre Shalvashvili (aka Rateksandre) AI Tools Used: PromptHero, ChatGPT, Midjourney, Illustrator AI, Runway, Suno, Google AI Editing/Motion Design: Salome Gagua VO by Heima Production Special thanks to Ekuna Tkeshelashvili

Problem: Georgian water brands invest heavily in portraying themselves as pure and natural, showcasing crystal-clear rivers and untouched mountains. However, their real concern seems to be their image—not nature's. While their ads highlight unspoiled beauty, millions of their unrecycled plastic bottles pollute the very landscapes they claim to protect. Insight: The harsh truth is that these brands care more about looking clean than actually being clean. Their priority is a flawless public image, even if nature’s image suffers. Idea: Tene, a small eco-conscious brand recycling plastic bottles into USB cables, decided to change the script and Created RecAIcled Ads — AI-powered versions of famous water commercials — replacing their perfect scenes with the harsh reality: plastic waste. Without a big budget or corporate support and the only one AI platform subscription, Tene announced “war” against these powerful water companies. Inspired by Uncle Ben's iconic line, "With great brands comes great responsibility," we set out to teach a bold lesson. Execution: We recreated Georgia’s most iconic water commercials—those picture-perfect scenes—and used AI to reveal their hidden reality. AI didn’t just modify the visuals; it added the main actors of these ads—the plastic bottles and flooded rivers, forests and lakes with them - just as how it is in real life. Even the sound design was AI-generated, echoing the rustle of plastic over nature’s silence. To maximize impact, we released the campaign right before Ad Black Sea, knowing that the entire marketing industry would be there—perfect timing for a bold statement. Response: As expected, one of the water brands sued us. but the thing was that we never used their footage—AI helped us recreate everything from scratch. That's' why their lawsuit couldn’t actually stop us, but we played along. The moment it dropped, we re-recycled the ads and uploaded them again - though everyone still knew who it was. The lawsuit didn’t silence us — it only made the truth louder. Results:  - Most talked-about at Ad Black Sea — no trophies, but the industry roared, and even the suing - brand’s CEO clapped. Secretly. - 446+ companies installed Tene recycling bins nationwide. - 200+ educational sessions delivered in schools and universities. - CSR campaigns featuring Tene rose by 500% across industries. - First-ever bottle swallower partnership with Georgia’s leading retail chain. - Secured funding for Georgia’s first e-scooter built with recycled plastic. - Invited to speak on the main stage at the biggest marketers festival — Spotlight 2025. - Awarded ‘Best CSR Company of the Year’ at the TBC Awards. - Achieved over 2000% increase in brand awareness. - Generated over $1.2M in earned media — all from trash talk. In the end, RecAIcled Ads didn’t just expose the brands’ plastic problem — it showed they were more concerned with protecting their reputation than protecting nature. Because, as Uncle Ben might say, “You can’t run from the mess you create.”