Georgian mineral water "Borjomi" is launching a new communication campaign in which the brand will share the legend of Borjomi's discovery, Georgian culture, and the unique healing properties of the water with the world.

The campaign will take the audience on a journey through Georgia, across time, and into a magical world. The central message of the campaign is "Life-giving water, our legend."

The new communication campaign portrays three eras: the mythical era, which tells the legend of Borjomi's discovery; the 1890s when Borjomi production began, and the modern era. All three periods highlight the life-giving power of Borjomi and the long history of Georgia's first mineral water, which is now an integral part of the national heritage.

The video clip tells the story of a hunter who discovered the rejuvenating waters of Borjomi, witnessed how the water healed a wounded deer, and passed down this story through generations.

Georgian actress Tina Dalakishvili shares this legend with world-renowned actor Vincent Peres. The Swiss-born French actor has joined the brand's new communication campaign to introduce Borjomi to the world as a symbol of our country and a source of pride.

 

Vincent Perez, actor:

"I have dreamt of coming to Georgia for a long time. Georgians have a strong authenticity; they are warm, welcoming, and generous. I am delighted to have discovered this country with its people, art, and stunning landscapes. Coming to Georgia for the "Borjomi" mineral water's new advertising campaign, in which I am a participant, was a unique opportunity. It's the first time I've been involved in shooting a commercial, and it has been a fascinating experience for me. It provided a wonderful opportunity to connect with the Georgian people and Georgia itself. It's impressive to see how a natural gift like mineral water can become an integral part of a country's history. I hope viewers enjoy this commercial as much as I enjoyed being part of it."

 

Vakhtang Antadze, Global Brand Director of Borjomi:

"Georgia, Europe, and Central Asia remain the main strategic markets for Borjomi. Therefore, the brand needed a new communication campaign to strengthen its position and expand into new markets."

Georgians take great pride in sharing elements of their culture that express their Georgian identity. Borjomi, as both life-giving water and a legendary symbol, often plays a crucial role in presenting our country to the world. Therefore, I believe that collaborating with Vincent Peres and other renowned figures is important not only for Borjomi but for all of Georgia. In this way, we are introducing Georgian culture to the world."

 

Davit Iashvili, Borjomi Global Communications and Content Manager:

"We wanted to convey that throughout its history, Borjomi has provided us with life-giving energy. It's a product that every Georgian is proud of and eagerly shares its history, unique flavor, and revitalizing qualities. That's why, in our new campaign, we present Borjomi as an integral part of Georgian identity and culture. The Georgian creative agency "Livingstone" worked on the commercial and communication campaign."

 

Levan Lefsveridze, Co-founder and Creative Director of "Livingstone" Advertising Agency:

"Borjomi is a highly symbolic brand for us, as years ago, "Livingstone" won its first award with a Borjomi brief. Furthermore, it is the only Georgian brand that has held the status of the country's business card for centuries. Therefore, in our campaign, we aimed to portray Borjomi as a source of national pride in the most authentic Georgian manner."

 

In the video, set against the backdrop of a modernized version of our renowned polyphony, "Tsintskaro," dancers from the Georgian National Ballet "Sukhishvili," a national choreographic treasure, perform several dances specially created for the Borjomi commercial, drawing inspiration from "Samaia," hunters, and other traditional dances.

This version of the music was specifically composed for the campaign by the "Postred" studio. Filming took place in various locations in Georgia, including Svaneti, Kazbegi, Kakheti, Mtskheta, Tbilisi, and the Borjomi Gorge. To better convey the historical significance of Georgian mineral water and our country's heritage, the advertisement was broadcast not only in Georgia but also in European and Central Asian countries.

A website, borjomi.com, was created specifically for the new communication campaign, allowing people to explore different eras of Borjomi's history and share the rejuvenating power of this unique water.

 

Credits: 

Client: BORJOMI 

Global Brand Director: Vakhtang Antadze 

Global Communications and Content Manager: Dati Iashvili 

Global Digital Marketing Manager: Nikki Abaishvili 

 

Agency: Leavingstone 

Creative Chairman: Levan Lepsveridze 

Chief Creative Officer: Anze Jereb  

Executive Creative Director: Levan Lepsveridze 

Creative Director: Emily Koridze 

Art Director: Bruce Lee 

Sr. Copywriter: Keti Kipshidze 

Copywriter: Qetka Magradze 

Account Director: Zizi Nasrashvili, Ekaterine Ebanoidze 

Sr. Account Manager: Salome Martiashvili 

Account Manager: Mariam Simonishvili 

Design Team Head: Matassi Sulakauri 

Design Team: Aniki Gelashvili, Giorgi Jinoridze, Eka Vekua, Mari Onavari, Nikita Mchedlishvili 

Administrative Team: Erekle Zurmukhtashvili, Natia Demetradze, Pikria Javashvili 

 

Production 

Executive Producer: Meli Bagdavadze 

Director: Dima Chkheidze 

Dop: Sandro Darakhvelidze 

Steadicam Operator: Merab Kiknadze 

Production Coordinator: Tamta Navrozashvili 

Line Producer: Nino Chkhikvishvili 

1st AD on Set: Ninutsa Sinjikashvili 

1st AD Prepro: Maia Imedashvili 

Production Design: Polina Rudchik, Sandro Nadareishvili 

Props Master: Zaza Vashakmadze 

Set Design Assistant: Zaza Gogorishvili, Nika Badashvili 

Decorations by Jimsher Berdzenishvili and KinoFactory 

Gaffer: Giorgi Gogatishvili 

Light Department: Vazha Aprasidze, Giorgi Gogbaidze, Akaki Kurdadze, Robert Araqeliani, Giorgi Chubinidze, Ghvtiso Melashvili, Shalva Leluashvili, Archil Samkharadze, Bidzina Chkheidze, Bidzina Chinchaladze, Datuna Arabidze 

Camera Crew: Bacho Budu Iakobidze, Khatia Khalvashi 

1st AC: Irakli Duru Zhgenti 

Dolly: Ghvtiso Melashvili, Bacho Jakhua 

Costume Designer: Ika Bobokhdze 

Wardrobe Assistant: Mariam Sabanadze, Elene Zvanbaia, Nino Zvanbaia, Nini Natelashvili, Ana Pailodze 

MUA & Hair: Madonna Chanturia, Teo Glonti, Eka Lomtadze, Nino Dashniani  

Casting Manager: Nutsa Abashidze 

Casting Assistant: Elene Kekelidze 

Stunt Department: K2 Club 

Stunt Coordinator: Giorgi Komakhidze 

Location Manager: Inna Margvelashvili 

Location Manager on set: Nino Jvania 

Set Manager: Giorgi Peradze 

Production Assistant: Ana Gazdeliani 

Runners: Giorgi Tsikhishvili, Giorgi Barbaqadze 

Special Effects: Ioseb Gvasalia, Dato Gvasalia, Alexandre Gvasalia, Sandro Gvasalia, Rostom Giorgadze, Stanislav Pestov 

DIT Operator: Boris Ostaev 

Drivers: Kakha Gugushvili, Goga Rodonovi, Lasha Kiladze, Giorgi Aslamazishvili 

Cleaning Lady: Marine Lomidze 

Catering: Belgian Waffle 

Rental: Jaga Grip 

Storyboard Artist: Irakli Toidze, Qetka Magradze 

Photographer: George Kolbaia 

Assisting Photographer: Elene Gomelauri 

BTS Operators: Giorgi Chekurishvili, Dato Chekurishvili 

Choreographer: Muro Gagoshidze 

Ensemble: Georgian National Ballet Sukhishvili 

 

Celebrity Shooting Team: 

DP: Vigen Vartanov 

Gaffer: Giorgi Gogatishvili 

Camera Crew: Nika Ghoghoberidze, Tsotne Chkheidze 

Focus Puller: Erekle Tskhelishvili 

MUA & Hair: Ekaterine Chanchibadze 

Producer, Vincent Perez Representative: Nikoloz Khomasuridze 

Celebrity coordinator: Nini Saralidze  

Catering: Fiesta 

 

Post Production 

Visual Effects: Highway VFX 

VFX Supervisor: Luka Jgarkava 

VFX Producer: Levan Lapachi 

VFX Lake Scene: Garnamatac 

 

 

Music by Zviad Mgebry (POSTRED) 

Vocals: Lua 

Color Correction: Pavel Marko (UPP Prague) 

Sound Design: Paata Godziashvili 

Sound Production & Post-Production Service: Studio Phonograph  

Sound Recording: Salome Akhaladze, Paata Godziashvili 

Voice Casting: Artur Stepanyan 

Voiceover Artist: Varlam Korshia 

 

Special Thanks to Beqa Adamashvili, Lili Ninidze, Michelle Lepsveridze, Borjomi Rangers and to all Cast & Crew members!