Profy - appppppp for big ASS problems

Client: Profy   General Manager: Cotne Sherozia Marketing Manager: Elina Oganesian Graphic Designer: Zura Khatiashvili Logo Animation: Iva Kimeridze   Creative Studio:JoyBoy Creative Director: Lasha D. Kotori Freelance Art Director: Nutsa Kakulia Freelance Copywriter: Ratexandre   Production Company: Fire Production Director: Tevdore Gogoladze DOP: Otar Gelashvili Production Designer and Costume: Nino Zvanbaia, Elene Kekelidze Executive Producer: Tamar Tvaradze Producer: Mariam Zubashvili 1AD: Pikria kikodze PM: Giorgi Mgeladze PA: Natasha Doborjginidze Set Manager: Valerian Urushadze Location Department: Nikusha Lebanidze, Giorgi Surguladze Casting manager: Tina Khizanishvili Gaffer: Levan Sumbatashvili EDIT: Vako Kiladze CGI : David Chabashvili, Vako Kiladze Sound Design & Music - @uzupo

In Georgia, finding a reliable handyman was like playing the lottery—you never knew if he was skilled, if he’d finish the job, or if he’d even show up on time. There was no structured way to book professionals, and homeowners often relied on random, unverified workers. The result? Never-ending repairs, missed deadlines, and a frustration summed up by one unforgettable image: the dreaded plumber’s crack—a symbol of unprofessionalism that had become a running joke in Georgian households. Instead of a safe, traditional campaign, we leaned into the absurdity of this shared frustration. We turned the random handyman into a horror villain, the kind everyone dreads when a simple fix spirals into chaos. The plumber’s crack became our visual horror cue, and the exaggerated “apapapapapapp” jingle captured the homeowner’s frustration—while also cleverly tying into Profy, an app that connects users with trained and vetted professionals. But selling this idea wasn’t easy. A horror-style commercial? A focus on the plumber’s crack? The client was hesitant, fearing it was too risky. So, to prove the concept, we filmed a scrappy, low-budget version on our phones—just enough to show its potential (and no, we weren’t about to show our asses to the world for free). Once they saw the mix of horror, humor, and an insanely catchy jingle, they realized we had something special. The true bravery lies in how we embraced a uniquely Georgian cultural insight: the phrase "apapapapapapp" —a common expression of frustration meaning "No, no, no, let me do it another way!" This familiar cry is part of everyday conversations in Georgia, making it instantly relatable. The fact that "apapapapapapp" also phonetically resembles "app" gave us the perfect hook for our digital solution. We transformed this insight into a catchy, unforgettable song that turns frustration into celebration—encouraging viewers to twerk their way out of their handyman horror stories. The campaign launched with zero paid ads, yet it organically reached 2 million people—half of Georgia’s population. What started as a risky, unconventional idea became a viral success, turning homeowner horror into unforgettable entertainment. Profy didn’t just promote a service; it gave people a moment of cathartic joy—and a solution to a nightmare they knew all too well. And the impact was undeniable—engagements soared by 500% and app installs surged by 266%, proving that when creativity strikes the right chord, people don’t just watch; they take action.