100 % REAL VIRTUAL REALITY
| Title | 100 % REAL VIRTUAL REALITY |
| Brand | NATAKHTARI BREWERY |
| Product/Service | OLD IRISH |
| Category |
C04. Ambient Experiential & Immersive Digital |
|
Entrant
|
LEAVINGSTONE Tbilisi, GEORGIA
|
|
Idea Creation
|
LEAVINGSTONE Tbilisi, GEORGIA
|
|
Production
|
FILM ASYLUM Tbilisi, GEORGIA
|
Credits
| Levan Lepsveridze |
Leavingstone |
Creative Director |
| Beqa Adamashvili |
Leavingstone |
Copywriter |
| Natia Gogia |
Leavingstone |
Account Director |
| Rezo Shelia |
Leavingstone |
Copywriter |
| Toka Areshidze |
Leavingstone |
Motion Grapher |
| Giorgi Burchuladze |
Leavingstone |
Managing Director |
| Giorgi Avaliani |
Leavingstone |
Creative Director |
| Tazo Narimanidze |
Film Asylum |
Director |
| Nika Gushushvili |
Film Asylum |
Producer |
| Vako Kirkitadze |
Film Asylum |
Producer |
| Bacho Iakobidze |
Film Asylum |
Director of Photography |
| Temo Macharadze; |
Film Asylum |
Director of Photography |
| Beka Sadaghashvili |
Film Asylum |
Production Designer |
| Nino Injia |
Film Asylum |
Production Designer |
| Levan Kvarackhelia |
Film Asylum |
Production Designer |
| Temo Kartlelishvili |
Film Asylum |
Production Designer |
| Tengo Mandzulashvili |
Film Asylum |
Sound Editor |
| Saba Pruidze |
Film Asylum |
Editor |
| Giorgi Qobalia |
Film Asylum |
Color |
| Iva Chitidze |
Leavingstone |
Copywriter |
Brief Explanation
To prove that Old Irish is a real deal, we demonstrated true meaning behind these words, and made our promise 100% real. We offered ordinary people to take a virtual tour of Ireland, and while they were busy exploring Irish nature, streets of Dublin and a typical Irish bar virtually, we brought it all alive by building an actual pop-up bar packed with Irish stereotypes around them.
It turned out that Ireland is closely associated with intense drinking experiences and overly masculine ideas of fun. As a result we tried to keep our representation of the country close to audience expectations.Majority of beer lovers are active on social media in direct contact with viral content, that’s why we needed a powerful story to arouse interest in the brand. We engaged ordinary people during the experiment, and used their reactions to reach out to beer lovers.