BENEFITS & EMOTIONS

TitleBENEFITS & EMOTIONS
BrandBENEFITS
Product/ServiceINSURANCE AND RISK MANAGEMENT
Category D06. Spatial & Sculptural Exhibitions and Experiences
Entrant WINDFOR'S Tbilisi, GEORGIA
Idea Creation WINDFOR'S Tbilisi, GEORGIA
PR WINDFOR'S Tbilisi, GEORGIA
Production WINDFOR'S Tbilisi, GEORGIA
Credits
Name Company Position
Vato Kavtaradze Windfor's Chief Creative Officer
Nino Gordeladze Windfor's Executive Creative Director
Beqa Meparishvili Windfor's Executive Creative Director
Mari Sukhishvili Windfor's Art Director
Teona Skertki Shelia Windfor's Art Director
Irina Sakvarelidze Windfor's Copywriter
Natia Kvaratskhelia Windfor's Head of Design
Meko Chikadze Windfor's Designer
Mariam Gogodze Windfor's Account Manager
Tamar Tsintsadze Windfor's Account Director

Background

Benefits - Insurance & Risk Management Company after operating exclusively on corporate market, wanted to enter the retail business. The brand’s objective was to reach premium segment through direct communication.

Describe the creative idea (40% of vote)

We’ve based our creative campaign on a powerful Georgian insight - if something breaks, it’s for the best. So, we’ve created the exhibition, where 3500 art objects represented negative emotions, all of them created to be destroyed. To resonate with the premium segment, the exhibition/art performance was held at the National Museum of Modern arts. The guests were carefully pre-selected, the list of invitees included CEOs, executives, journalists, art lovers and local celebrities.

Describe the execution (40% of vote)

In collaboration with Georgian ceramic artist we’ve created minimalist art objects, each representing negative emotions: Fear; Doubts; Illness; Separation; Anger and Heartbreak. Then, we’ve announced an unusual event and with the teaser video, published by Benefits and National Museum, invited special guests to the exhibition. On the Opening Day, once the guests discovered that the exhibits represented negative memories, feelings and thoughts, they showed no hesitation in getting rid of them. During 2 hours, visitors were transformed from passive viewers to performers and smashed negativity.

List the results (20% of vote)

More than 300 special guests attended the exhibition and even more talked about it on social media, generating more than 1 800 000 impressions, just in few days. ‘On a new step’ became one of the most talked about art event and most importantly, 3500 art objects were destroyed, leaving behind hundreds of negative experiences and bad memories - all for the best.