Newyearspaper

Credits: Client: ALTA Project manager: Tamar Ghachava Head of Marketing: Levan Bukhradze Marketing project manager: Kristine Rigvava Graphic designers: Giorgi Gigineishvili, Mia Uturgauli Social media manager: Bachana Bolkvadze Agency: Project Lab Creative Director: Lasha D. Kotori Art Director: Nutsa Kakulia Project Director: Giorgi Lolua Account Manager: Ana Giorgadze Designers: Nutsa Kakulia, Gogi Chaava, Luka Samkharadze Producer: Sandro Khundzakishvili Manager of Communication with Tones: Giorgi Dolishvili Cameraman: Lasha Birkadze Editing/motion: Lasha Imnadze Print: Adwise Special thanks to Nikusha Lebana

Since morning 09:00 of 31 December 1880s, Georgians have been waiting in line, like a long line, in a massive never-ending line for just one freshly made Shotis Puri - a Georgian traditional baked bread that has the shape of a Georgia map and is made in also traditional bread making place called - Tone, and which is also conventional must-have thing on Georgian new year eve table and If it is not morning-made, it mostly loses taste. So, all Georgians gather together in local Tone places on the morning of the 31st first to get hot Shotis Puri. But when it's freshly made, it is so hot that it needs something to be covered. Because earlier it was harder to get paper than newspaper, it is also another tradition that Shotis Puri has to be wrapped in local publishings. We know that the printed media era is ending, AI is taking over the world, and the metaverse is the new place to live. But, as statistics show, like many developing countries, Georgia faces an aging population and economic struggles, with 72% of our citizens being non-digital-friendly and unprepared for the demands of the modern world. However, brands still do not care about it. So we just asked: Since 09:00 on 31 December in the 1880s, why has no one asked themselves: What if we use this newspaper as a communication medium? Because no matter what happens, Georgians will stand in line in front of Tones to get freshly made Shotis Puri again and again and again until the world ends or the line So, Unlike others, ALTA, Georgia's tech-selling giant, decided to find a new approach to become more relevant to its non-digital-friendly audience and a new part of old Georgian tradition by making a limited edition of Shotis Puri newspaper! For that, we partnered with the most famous Shoti after Shotis Puri, a Georgian icon, great entertainer, writer, and one of the all-time great football players, Shoti Arveladze, to get the best possible content. With Shoti's help, the newspaper had info about our brand, its vision, and sports news. Also, we tackled pyrotechnic dangers in Georgia, Ending with iconic crosswords and Georgian anecdotes. Then, we delivered our newspaper to local bakeries near ALTA's stores nationwide, and since 09:00 morning of the last day of 2023, news about our newspaper made notable news: People were sharing it in their stories The biggest Georgian news media shared news about our newspaper YouTube sports influencers were talking about it, too some were saving it as a souvenir Most of them demand a second publication and all Tones were satisfied because all "shots puris" were sold out To summer uo, we made one of the most successful New Year's Eve digital campaigns, having 1m reach in a single day, without having intentions to do so, and, as research showed, reached 81% of our non-digital-friendly target audience. But most importantly, we become part of the New Year culture.