Georgia In [Uni]Form
Creative idea
Background: Georgia’s passion for football was overshadowed by decades of heartbreak, causing fans to support other national teams. After failing to qualify for Euro 2020, hope was fading. As the official sponsor, Bank of Georgia stepped in, betting everything on an underdog story to reignite belief. Solution: We launched the 'Georgia is in Uniform' campaign, meaning 'Georgia is in Form.' We pre-planned the entire fan journey, using a wide range of communication forms—from bank branches to stadiums, bus stops, pubs, and even metro announcements. The visual language, inspired by the national kit, empowered businesses to run their own mini-campaigns, turning the movement into a nationwide phenomenon.
Brand name: Bank of Georgia
Advertiser / client: Bank of Georgia
Product / service: Georgia National Football Team
Campaign name: Georgia In [Uni]Form
Agency network: J. WALTER THOMPSON
Agency: JWT Metro, Tbilisi
Additional company: Metro Production
Production company: Metro Production
Agency chief executive officer: Nikoloz Bochorishvili
Chief creative officer: Eka Kipiani
Creative director: Biko Varshanidze
Copywriter: Zuka Berdzenishvili, Giorgi Abuladze
Designer: Sandro Laliashvili, Luka Mosiashvili
Account director (agency): Alexi Chikovani
Client account director: Acchi Amaghlobeli
Film production: Metro Production
Director: Nikusha (Kukusha) Motsonelidze
Director of photography: Sandro Darakhvelidze
Music: Beka Japaridze
Agency producer: Ninutsa Megrelishvili
Post production: Metro Production
Post production producer: Buro, Ekaterine Davitashvili
Additional company: Agency: JWT Metro
Junior Copywriter: Nutsa Gabunia
3D artist: Nika Khvedelidze
Content creator: Tata Baduashvili, Gika Mikabadze
Financial director: Tamar Lashkhidze
Production company: Metro Production
Staging artist: Davit Chkoidze
Executive producer: Sandro Gabilaia
Head of Production: Maya Gurabanidze
Client: Bank of Georgia
Head of marketing team: Levan Gomshiashvili
Head of brand direction: Mariam Tsanava
Brand managers: Solo Tsitsuashvili, Saba Lekiashvili
