Category Digital and Mobile
Subcategory Viral video
Entrant agency Leavingstone
Client Natakhtari Brewery
Brand Natakhtari Brewery
Product/service Natakhtari Light
Release date 25.04.2017
Advertising agency Leavingstone
Creative director Levan Lepsveridze
Account director Natia Gogia
Copywriter Beqa Adamashvili
Art director Sophia Antidze
CREATIVE PRODUCER Mariam Menteshashvili
GRAPHIC DESIGNER Keta Zhorzholiani
CONCEPT CREATOR Giorgi Chikhradze
CONCEPT CREATOR Sandro Laliashvili
CONCEPT CREATOR Irakli Takaishvili
Art director Fourk Group
OPERATOR Irakli Solomonishvili
EDITOR Gigi Jikia
Other Irakli Cheishvili
Other Nuki Bagdavadze
Other Sandro Gabilaia
Other Givi Maghradze
Other Ucha Abashidze
Other Tornike Karchkhadze
Other Gia Jajanidze
EDITOR Saba Pruidze
DESIGNER Jørg Skorobogatov

Natakhtari Brewery has just introduced a new light beer in Georgia - a country with one of the lowest ranks on the world happiness report (125th place out of 155). For the last few years economic crisis, and strained political climate have been making everyday news headlines more and more stressful. Nothing good was happening in Georgia. Using a true Georgian symbol of chilling out, we suspended a hammock on a drone and flew over our largest cities. A mannequin in the hammock was engineered to relax and sip on a bottle of beer. Bystanders thought the stunt was for real, started taking videos and photos. By the next morning an authentic video shot by one of the eyewitnesses was already a global sensation giving media a cheerful sto

We simply set an uplifting example for everyone to see and believe in. We decided to stage a public stunt to engage an entire country and help people cheer up a bit. A man in the hammock is a true Georgian symbol of having no worries. We gave a new life to the legend by making it fly with a simple, surreal solution - hang it on a drone.

A hammock suspended on a drone flew over public places in the biggest cities in Georgia on the day Natakhtari Light was launched. There was a realistic mannequin inside the hammock, casually chilling and moving its arm to sip on a beer bottle. The hammock is a local symbol of chilling out, relaxing and having no worries. That’s why we chose it as our main object of communication. Following the buzz, we stepped in with all the media channels to reveal the brand behind this unbelievable stunt, and introduce our brave mannequin. The full story went all over Georgian social media and was covered by local prime-time news and entertainment shows, cutting through the cloud of the usual negativity.

As a result, our campaign broke a record as the most viral story out of Georgia for the past five years. We virally reached 67% of all Georgians online. 2.5 million total video views in Georgia 80,932 positive reactions, comments & shares 150 online articles describing the full story. 34 million total video views globally There is no data about actual sales yet, but the demand from retail stores and wholesalers has increased by 81% after our campaign took off. The flying hammock is still in the air to promote Natakhtari light and remind Georgians to lighten up.