The brief asked to make a big idea to celebrate the 15th anniversary of Geocell (later acquired by Silknet), the leader mobile operator in Georgia.
The concept was as simple as impressive. We wanted to impact the whole country, so we decided to make March, the month of the anniversary, a tribute to Geocell and its users.
Everybody recognizes purple as the Geocell color, since it is not clearly linked to any other brand, even in other industries. Therefore, we thought of symbolizing the massive presence of Geocell in the country making everything as more purple as possible.
For that, we made a previous teaser campaign with many short clips where something was turning into purple color (Geocell's official color). At the end of all of them, the voice was always saying: "Expect a purple March".
Next you can check these teasers, where the transformation was the big challenge in art direction:
Finally, already in March, we launched the last clip you can watch next, where a string of happenings makes the whole Tbilisi purple.
This TV campaign was supported by guerrilla marketing; we made many public installations (benches, sign posts, traffic lights...) purple. Also, all the lighting of the main streets in the capital city became purple too, as can be seen at the end of the commercial:
It was a very successful campaign because everybody was talking about the teasers. The first stage created a huge buzz, as we were expecting. And finally, when they got the answer in the second stage, the surprise was very positive.
agency // Windfor's
creative director // Bibi Asatiani
art director // Germán León
copywriter // Beqa Meparishvili