Rugby is a symbol of national pride for Georgians. However, the community was lacking a platform using which they could support their team competing far away from home.

We created the first ever Georgian hashtag #IAmThe16th, encouraging the fans to use it while sharing their support.

Watching outlets, TVC and OOH kept the spirit alive outside the internet.
The Campaign got 98.7% positive feedback, 16% awarenesss. We managed to engage every 5th Georgian online and reached 850 000 people (with over 10mln impressions)

Web: mevarme16.ge [developed by MARMALADS]

Agency: LIVE Branding
Creative: LIVE Branding
Production: LIVE Branding
Date: August 2015