In an effort to revive the first-ever Georgian beer brand, AIA, originally launched in late 1953 during the Soviet era, the Georgian Beer Company, also known as Zedazeni, embarked on a re-launch campaign. Upon its first appearance on the market, AIA swiftly gained popularity and, by the end of the 20th century, had become an iconic beer brand, known by everyone in Georgia.
After nearly two years of meticulous work to recreate the original taste, Zedazeni reintroduced this beloved brand to the Georgian market in 2020. Amidst the challenges of the recent pandemic and the resulting stringent lockdowns, the campaign's main video not only heralds the return of the cherished beer brand but also captures the longing for the missed social connections during these trying times.
Creative Campaign // TVC // Art Direction // Typography
Following the main TV commercial, we developed a range of campaign assets, including engaging social media content comparing aspects of Georgia in 1953 with its contemporary state. Additionally, a collection of stickers, medals, and vintage accessories were designed to evoke the nostalgia and vintage charm associated with the brand's heritage.
Credits:
Agency: HOLMES&WATSON
Client: Zedazeni | AIA
Creative Director: Nikusha Antadze
Copywriters: Giorgi Quca Rukhadze; Misha Bakhsoliani; David Kiladze
Art Director and Graphic Designer: Niko Gobiani
Senior Account Manager: Achi Amaglobeli
Director: Nikusha (Kukusha) Motsonelidze