Knowledge Leads us to Freedom

Campaign idea

In Georgia most streets are named after great Georgian historical figures to immortalize their good deeds. Millennials may remember their names - but don’t know much about their achievements. “Only Knowledge Leads to Freedom” - a campaign using main city streets as an educational platform. One night we renamed these streets across the countries biggest Cities. Instead of ordinary address signs simply carrying names of our national heroes, we displayed their achievements. Campaign spread like lightning over the web and mass media. Even president of Georgia wrote a post about it on social media. It’s the most talked about campaign of the year.

Brand name: Ministry of education of Georgia
Advertiser / client: Ministry of education of Georgia
Product / service: Georgian Modern History Awareness
Campaign name: Knowledge Leads us to Freedom
Agency network: INDEPENDENT AGENCY
Agency: Leavingstone, Tbilisi
Web address: https://www.facebook.com/pg/mkitxemoambe/videos/
Executive creative director: Levan Lepsveridze
Art director: Nanka Bagaturia
Copywriter: Tatia Tabatadze, Sonya Gulagashvili, Nino Bitsadze, Levan Babutsidze, Elene Danelia, Ketavan Sakhvadze, Mindia Arabuli
Designer: Elene Aptsiauri
Illustrator: Tatia Gugenishvili, Salome Tkhinvaleli, Nika Minashvili, Baiko Pirtskhalaishvili, Levan Mamsikashvili, Levan Babutsidze
Director: Giorgi Okmelashvili
Director of photography: Anri Mekvabidze, Guka Kvitashvili, Nika Paniashvili, Giorgi Mkheidze
Music: Davit Gabunia
Agency producer: Dimitri Sharashidze
Digital creative: Pavle Gabritchidze
Additional company: Production Studio - “Limoni” Producer - Nini Nozadze Line Producer - Nodar Natelashvili Color - Levan Kukhiashvili Copy Translator/Editor - Tatia Darsadze Special Thanks - Beka Adamashvili, Giorgi Meshveliani, Nika Jinchveladze, Vakho Vakhtangishvili