15 years of purple_geocell
The brief asked to make big concept to celebrate the 15th anniversary of Geocell, the leader telco company in Georgia.
The concept was to make the month of the anniversary as the tribute to Geocell and its users. For that, we made a previous teaser campaign. with many short clips where something was turning into purple color (Geocell's official color). At the end of all of them, the voice was always saying: "Expect a purple March".
Here you can check these teasers, where the transformation was the big challenge in art direction:
Finally, already in March, we launched the last clip you can watch here, where a string of happenings makes whole Tbilisi purple. This TV campaign was supported by guerrilla marketing; we made many public installations (benches, sign posts, traffic lights...) purple. Also, all the lighting of the main streets in the capital city became purple too, as it can be seen at the end of the commercial:
It was a very successful campaign because everybody was talking about the teasers. This first staged created a huge buzz, as we were expecting. And finally, when they got the answer in the second stage, surprise was very positive.