White Square | Белый Квадрат



Knowledge Leads to Freedom

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Raising Awareness across the country about The Founding Fathers of Georgia


Most of our streets are named after famous Georgian scholars and great historical figures in an attempt to immortalize their good deeds. But there is one problem: People may remember their names - but they don’t know much about their achievements. We were asked to raise awareness about the founding fathers for the upcoming Georgian Independence Day. We needed to somehow capture the attention of people and help them recognize the achievements of these great individuals. We created a new campaign - “Knowledge Leads to Freedom”. One night - much to everyone’s surprise, we renamed the streets that were named after our national heroes across the country's biggest Cities. Instead of ordinary address signs simply carrying their names, we displayed the achievements that these people have accomplished. This way we turned the signs into educational establishments for the pedestrians. During the campaign we enlisted Georgian influencers as educational guides. Some were spreading knowledge on public transports, others were taxi drivers for a day. There were pop-up museums on street corners to educate people and to spread snaps and instagram stories about “tiny cards of knowledge”. We created a “Street Messenger” page on Facebook where stories were posted about our great heroes and even had a scrollable “Street of Knowledge” on Instagram. All outdoor activities were broadcast on social media channels and people's engagement dramatically increased not only on the streets, but also online. In total 1300 historical facts were discussed. People not only learned about honorable deeds of our heroes, but started sharing the knowledge themselves. Case video summarizing our campaign had over 17,000 shares and more than 3.5 million views. These numbers made it the most buzz-worthy campaign of the year. Yes, not all roads lead to Rome, but now some Georgian streets educate people and lead to freedom.


Creative Director - Levan Lepsveridze Digital Creative Director - Pavle Gabritchidze Project Executive - Ketevan Sakhvadze, Pavle Gabritchidze Creative Team - Tatia Tabatadze, Sonya Gulagashvili, Nino Bitsadze, Levan Babutsidze, Elene Danelia, Ketavan Sakhvadze Art Director - Nanka Bagaturia Senior Graphic Designer - Elene Aptsiauri Graphic Designers - Tatia Gugenishvili, Salome Tkhinvaleli, Nika Minashvili, Baiko Pirtskhalaishvili, Levan Mamsikashvili, Levan Babutsidze Senior Copywriter - Elene Danelia, Nino Bitsadze, Sonya Gulagashvili Case Video Story By -– Mindia Arabuli, Tatia Tabatadze, Levan Babutsidze Copy Translator/Editor - Tatia Darsadze Production Studio - “Limoni Executive Producer – Dimitri Sharashidze Producer - Nini Nozadze Line Producer - Nodar Natelashvili Director - Giorgi Okmelashvili Cameraman - Anri Mekvabidze, Guka Kvitashvili, Nika Paniashvili, Giorgi Mkheidze Sound Engineer - Davit Gabunia Color - Levan Kukhiashvili Special Thanks - Beka Adamashvili, Giorgi Meshveliani, Nika Jinchveladze, Vakho Vakhtangishvili