BEER RAVI, - WHY NOT?

CAMPAIGN TYPE - BILLBOARDS
ROLE - CREATIVE DIRECTOR
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RAVI means "I have no idea" in Georgian.RAVI is a beer brand that encourages young people to live the way they want to live.
The concept of the campaign is entirely based on the phrase - why not? - which is the slogan of the brand. We tried to collect all the stereotypical attitudes that society and especially the older generation face against Gen Z and we wanted to tell them that when you're young (and not only), everything is okay, well, why not?Navigating life as a Gen Z in Georgia is no easy feat. They're in the spotlight, the subject of constant conversation. Dealing with a never-ending flood of advice on how to act, dress or talk…Ravi, a cool Georgian beer known as "I Dunno" in English, decided to step in and back Gen Z up.
We gathered up a team full of Gen Z, grabbed all that stuff boomers throw at them, and turned it into something to be proud of! With a message, Idk why not?! ‍

IDK, Why not ink up your whole body?
IDK,  Why not raise pets instead of children?
IDK, Why not thrift like a pro?
IDK, Why not ditch the serious act?
IDK, Why not own the night?
IDK, Why not just chill?
IDK, Why not go with the flow?
IDK, Why not rock the style?
IDK, Why not live your truth?

We skipped the boring digital stuff to hit up Gen Z, where it counts. No fancy campaigns, we took it to the streets — blasted these ideas all over the city, posters on every corner. Hoping anyone who saw them would resonate with the message instead of feeling pushed to change. Be proud of being themselves on their terms.
And we teamed up with real TikTok accounts. No actors needed – just some awesome GenZ influencers, authentically showcasing their lives. Captured glimpses of their lives, and, Ravi, there you have it.