Stubborn Nation

Creative Agency - Playmakers Production Agency - Enkeny Films Creative Director - Koka Kamushadze Art Director - Mari Lortkipanidze Strategic Director - Nuka Shevardnadze Creative Team Member - Nanuka Ninidze Account Director - Masho Samadashvili Graphic Designer - Ruslan Beridze Executive Producer - Bacho Meburishvili Line Producer - Sopho Bendiashvili Head of Production: Sopho Orjonikidze Producer: Keta Lomsadze Director: Giorgi Kvlividze Director of Photography: Omar Gelashvili Production Designers: Sophio Kharebashvili, Tamar Guliashvili

Insight Independence Day is one of Georgia’s most important national celebrations - a symbol of freedom earned over centuries. It has also become a moment when brands compete with their most ambitious campaigns. But 2025 was different. For the first time in years, Georgians feared that this hard-won freedom could be slipping away. Months of continuous demonstrations left the country exhausted, uncertain, and anxious about what would come next. So TBC knew that this year’s Independence Day campaign had to be a celebration of resilience. Georgians are known as a proud people: proud of how we dance, fight, host, and toast. But what happens when you tell us the defining trait that makes us Georgian is stubbornness? Turns out, we’re proud of that too. That’s exactly what we did. We helped the whole country realise we are the most stubborn nation in the world, a spirit that’s carried us through every challenge in the past and will carry us through today. Creative Idea To bring the idea to life, we chose the most stubborn storyteller possible - a teenager. Through a school-style presentation, he reinterpreted Georgia’s history to reveal a simple truth: stubbornness is what carried the country through every difficult moment, and what still carries it today.  Execution We spread the message everywhere: TV, Cinema, online platforms, call center, airport screens, OOH placements, branches, and ATMs. Instead of simply celebrating Independence Day, we branded the entire country as the Most Stubborn Nation in the World and the country embraced it. The idea quickly travelled beyond the country itself. Millions of Georgians live abroad, and their national pride is deeply tied to nostalgia and connection to home. After the film launched, we received hundreds of requests from immigrants asking for translations so they could share it with colleagues and friends around the world. So we translated the campaign into multiple languages allowing the message to travel wherever Georgians live. Impact The campaign broke national records, becoming the most liked commercial in Georgia’s history, with over 100,000 reactions and more than 10 million views across social media alone. It reached the entire country, with nearly a third of that reach generated organically through pure virality. People began sharing their own stories of stubbornness and asking for more. The idea quickly evolved into a long-term brand platform. TBC continued the message in subsequent campaigns: from featuring Ilia Topuria as a symbol of stubborn determination, to a Women’s Day campaign honoring a mother who fought stubbornly for the rights of her son with a chronic condition.