the strongest brand messages

At this year’s Ad Black Sea, one of the speakers said something that really stayed with me: the advertising industry shouldn’t be focused solely on driving sales – it should strive to create a positive impact on society.

 

And that’s true. A single campaign can spark change – even if it’s just in one person’s awareness.

 

So today, let’s look at the campaigns that, in my opinion and in the jury’s, had the strongest impact on society this year – and, unsurprisingly, went home with multiple awards.

 

Zoommer x Supermarket Agency - We don’t believe in Gender Empowerment

 

“Every woman is outstanding. Every woman is remarkable.”

 

Zoommer told us – and it became one of the strongest campaign messages of this March. The concept behind Zoommer’s film was refreshingly healthy from a gender perspective. True, the theme itself isn’t new, but the approach was different: while many initiatives still frame their mission around empowering women, this one shifted the focus.Supermarket Agency broke that cycle. With the unforgettable line:

 

“Women don’t need empowerment. The environment does.”

 

This alone deserved recognition - and it got it: a Special Prize for creative efforts in Gender Equality, plus one Silver and one Bronze. If it weren’t for the ongoing events in our country and the campaigns centered around them, I’m convinced this message could have easily taken home Gold.

 

PSP x Playmakers Agency - It’s a Girl

 

If Zoommer’s was a powerful message, PSP’s campaign carried an emotional weight - winning one Silvers and four Bronzes, after already collecting Silver and Bronze at Kyiv International Advertising Festival.

 

The reactions were divided. Many compared it to Zoommer’s, favoring the latter. I also wrote back then: being a woman is far more than makeup and self-care products.

 

But recently, I spoke with the agency. Their intention was precisely to create contrast - from bright pink to black - and to leverage color symbolism. That perspective makes the creative choice more layered than it first appeared.

 

Bank of Georgia x Supermarket Agency – Independence: First Person Experience & - The independence issue

 

For Independence Day, Bank of Georgia and Supermarket brought history to life with a powerful film. They also released a special edition of Iveria - one of the most timely ideas of the year.

 

Through the video, they reminded us that history is always written by people themselves, telling us: “You are not a spectator of history-you are its protagonist.”

 

And with the new issue of Iveria, they underlined the enduring role of media in shaping public and social life across all times and places. The agency revived Iveria as a symbol of a fighting press and published it on Independence Day as a reminder that a free media means a free country.

 

The First Person Experience campaign won Gold in Brand Experience & Activation: Integrated Brand Experience, and Bronze in Use of Print & Outdoor, while the Iveria special edition won Gold in Print & Publishing: Magazines & Newspapers.

 

Bank of Georgia x Garnamatak – Kupata’s Legacy

 

You may remember Kupata - the loyal street dog from Batumi who helped children cross the road safely, barking at cars that wouldn’t stop.

 

On International Children’s Day, Bank of Georgia honored him with a moving animated film.

 

The result? 2 Golds, 2 Silvers, 3 Bronze - and multiple replays during the award ceremony. Even after several viewings, the emotional punch remained.

 

Bank of Georgia - #Don’tStop

 

The long-running brand platform #Don’tStop secured Silver in Long-Term Strategy.

 

For five years now, this platform has fueled memorable campaigns:

 

• Don’t stop on the road of education
• Don’t stop on the road of growth
• Don’t stop on the road of innovation
• If we stop, occupation won’t stop

It has also been powerfully integrated into sports messaging: Don’t stop, Georgia (Olympics), Why stop? (basketball team).

 

#Don’tStop has become a universal, deeply adaptable message - one that gives the brand both consistency and emotional firepower.

 

Batumelebi x Supermarket Agency – MZIA: 12 Citizens

 

Twelve professionals, one table, one theme - absurdity, injustice, and the unforgettable story of Mzia Amaghlobeli.

 

This campaign felt more like a civic statement than an ad - and it went viral fast.

 

It took home 1 Silver, 1 Bronze, but more importantly, it became a symbol of the moment in people’s eyes.

 

And finally, the festival’s triumph: PSP x Playmakers Agency – Birds Never Forget to Fly

Twelve nominations. Eight Golds. Three Silvers. One Bronze. And the Grand Prix.

 

I’ve already written about this masterpiece, but let me summarize: it’s a film where despair and hope coexist. It gave voice not just to Andro, but to everyone living in real or imagined cages.

 

What the Winners Tell Us About Brands

The Best Local Client of the Year was PSP - collecting a stunning 18 awards.

 

And yes, many asked: Why would a pharmacy chain address such heavy topics?

 

The answer: because it matters.

 

It doesn’t matter what you sell – or if you sell at all. When a country faces profound events, silence isn’t neutral. Pretending everything is fine, staying colorful on the sidelines – it irritates people. They remember what you said (or didn’t say) when it hurt.

 

Looking closely at the winning campaigns, several common traits stand out clearly:

 

• Connection to context – Every winning case responded directly to current events and public sentiment; each carried a message tailored to a specific reality.
• Emotional impact – These campaigns were not only well thought out; they were also dramatic and deeply emotional, both in content and execution. It’s safe to expect that cinematic effects will increasingly appear in future films.
• Social relevance – This year’s winners went beyond selling products or services. Their primary goal was to articulate values—most notably: freedom, equality, and responsibility.
• Boldness – The winners dared to speak up on topics precisely at the moments when many other brands chose silence.
• Scale of influence – These campaigns had reach. Their impact extended far beyond the advertising space.

The takeaway? This year’s winners prove: brands win when they stay relevant to the context and when they give people exactly what they need in the moment.

 

What the Winners Tell Us About Agencies

 

Did you notice the agencies? We had two clear triumphs – Playmakers and Supermarket.

 

Playmakers was named Agency of the Year, while Supermarket took home the title of Design Studio of the Year.

 

Playmakers has been around for only three years, yet within that time they’ve built a portfolio of truly memorable campaigns. Their Agency of the Year award was more than deserved – at times they could barely sit down before being called back on stage for another win. Their message – “Birds Never Forget to Fly” – was everywhere, igniting people on one side and breathing new energy into the creative industry on the other.

 

Supermarket, on the other hand, is brand new – just a few months on the market – but already making a strong mark. Yes, the team has decades of experience, but the agency itself stands out with fresh vision and boldness.

 

This year’s list of winners tells us one thing about agencies: the ones who win are those who listen to people, understand the context, and aren’t afraid to deliver bold, powerful messages.

In Conclusion

Ad Black Sea 2025 was exceptional in many ways.

 

But one truth stood out above all: freedom, independence, resistance, past and future have never been more relevant for the creative industry.

 

And those who captured that relevance in their campaigns didn’t just win the festival – they won people’s hearts.

 

As I began, so I’ll end: The value of our industry is no longer measured by how much we sell, but by the positive impact we leave on society.

 

So let me leave you with one final question:

What impact are you making?

 

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