Title | DZE_GEORGIAN PROJECT |
Brand | AMERICAN FRIENDS OF GEORGIA |
Product/Service | DZEGVI SHELTER |
Category |
D01. Screens & Events |
Entrant
|
WINDFOR'S Tbilisi, GEORGIA
|
Idea Creation
|
WINDFOR'S Tbilisi, GEORGIA
|
PR
|
WINDFOR'S Tbilisi, GEORGIA
|
Production
|
WINDFOR'S Tbilisi, GEORGIA
|
Credits
Nino Gordeladze |
Windfor's |
Executive Creative Director |
Mari Sukhishvili |
Windfor's |
Art Director |
Teona Skertki Shelia |
Windfor's |
Art Director |
Irina Sakvarelidze |
Windfor's |
Copywriter |
Beqa Meparishvili |
Windfor's |
Executive Creative Director |
Inga Svanidze |
Windfor's |
Account Manager |
Masho Nartkoshvili |
Windfor's |
Graphic Designer |
Vato Kavtaradze |
Windfor's |
Chief Creative Officer |
Tamar Tsintsadze |
Windfor's |
Account Director |
Write a short summary of what happens in the film
This video was originally released in 2 parts
the first part was released as a part of promotional campaign of a pseudo fashion brand - Dze_Georgian Project, a week before the Mercedes Benz Fashion Week Tbilisi - the most anticipated fashion event in Georgia.
The full version including the revelation was premiered at the fashion week and posted online, revealing the full picture: "Dze" stands for "Dzegvi Shelter" and the models are the residents of the shelter, wearing their own clothes.
Cultural / Context information for the jury
The national pride is one of the main features of Georgian people. As the success of the famous Georgian designer Demna Gvasalia (creative head of Balenciaga & founder of Vetmants) grows, the whole nation focuses on the style of these brands - the Street / 90s Style.
But fashion trends come and go while importance of the Charity is always relevant. As a result of the campaign, fashionistas - the wealthiest and the most influential crowd realized that old, worn out clothes (the originals from 90s) are the only fashion choice that the residents of Dzegvi shelter have.