4 campaigns of july

July is usually a quieter month for new marketing campaigns, but this time, plenty was happening. In fact, narrowing the list down to just four cases proved surprisingly difficult. In the end, I selected examples from different industries and with very different strategic approaches, hoping they'll be just as interesting to you as they were to me.

meraki’s first international brand trip

There is a significant difference between a government organization inviting global influencers to promote a country's image and a private brand bringing international creators to become part of its own brand experience.

Rita Montezuma, Laura Maree, Carminho, and Linnea Maria visited Georgia at Meraki's invitation. These creators have collaborated with globally recognized brands including Dior Beauty, YSL Beauty, L'Oréal, Mango, H&M, and many others.

The fact that global influencers were interested enough to join a Georgian brand's first international brand trip is already noteworthy. However, this campaign stands out for several additional reasons.

1. brand experience

As mentioned above, Meraki did much more than host its guests. The influencers were fully immersed in the brand's world. They toured the flagship store, participated in a sneaker workshop, attended a pool party featuring the launch of the new swimwear collection, and spent three days experiencing the brand as consumers would - but from the inside.

2. cultural experience

A visit to Georgia would hardly be complete without experiencing its culture. On the second and third days, the influencers were hosted at Vazisubani Estate, where they explored traditional Georgian hospitality - from wine tasting to baking bread in a traditional clay oven. Throughout the experience, they were dressed entirely in Meraki collections, naturally integrating the brand into dozens of stories and social media posts.

3. one investment, multiple content streams

With a single investment, the brand gained four distinctive creators, multiple content formats, and exposure to diverse international audiences. Each influencer showcased Meraki through their own creative lens, making the campaign feel more authentic and multidimensional. The collection featured throughout the trip is already available on the brand's website, allowing audiences to move directly from inspiration to purchase.

Most likely, Meraki's collaboration with these creators won't end here. But regardless of what comes next, the brand has already set a new benchmark for the Georgian market. It will be interesting to see how this precedent shapes future influencer collaborations.

tbc’s treasure marathon

While summer is typically a season when both consumers and brands slow down, TBC chose the opposite approach by launching its Treasure Marathon.

The campaign combines a carefully constructed narrative, active storytelling, and daily reward opportunities. Personally, my favorite feature was the personality quiz that assigned participants to one of four family clans - I ended up in the Baratashvili clan.

Each of the four clans is represented by a well-known flag bearer selected from TBC's influencer network: Ruska Makashvili, Ioane Romanadze, Nika Vasadze, and Gigi Katamadze.

Several strategic elements make this campaign particularly interesting.

1. gamification

Games, quizzes, missions, leaderboards, and multiple ways to collect points transform routine banking into an engaging experience. The campaign encourages users to open the mobile banking app every day while gradually introducing different banking services through gameplay rather than direct promotion.

2. community

The four fictional family clans represent four different financial personalities: Baratashvili, Dovlatia, Kharjiani, and Anabaridze. Once users complete the quiz and are assigned to a clan, they gain a sense of belonging. Success is no longer measured only by personal progress—the performance of the entire community becomes part of the motivation.

3. storytelling

Beyond the mechanics, the campaign is supported by a well-developed narrative complete with logos, clan identities, backstories, and visual world-building that clearly draws inspiration from Avatar. This storytelling layer gives the marathon depth and transforms it into something more memorable than a standard promotional campaign.

As a result, users participate willingly, learn about banking products almost effortlessly, and, perhaps without even realizing it, become more familiar with - and more receptive to - the services being promoted.

amboli x t-recs - the story of the lonely cow

Let's begin with Amboli's latest commercial - a campaign that sparked plenty of discussion among people around me, much of it positive.

The story follows a cow left alone in a village. Narrated by the cow itself, the film reveals that every member of its family has died in road accidents. In the final scene, a speeding sports car nearly hits the protagonist but manages to stop just in time, saving its life.

In reality, the commercial is an advertisement for brake pads, built around two key messages:

1. Brake pads need to be replaced regularly.
   
   
2. Quality brake pads matter because, as the cow says, "The problem is the brake pads—they never replace them."
   
   

Why did many people like the ad?

Primarily because of its storytelling. Through humor, it presents a heavy subject in a surprisingly light and emotionally engaging way.

Why did others dislike it?

For the same reason - but from a different perspective.

At the beginning of the commercial, the cow remarks, "They drive like crazy." That immediately shifts the conversation. If reckless speeding is the real issue, is the campaign right to frame faulty brake pads as the primary problem?

A quick look at the numbers adds important context. During the first quarter of 2026, Georgia recorded 14,839 road accidents. Ninety-two people lost their lives, while 989 were injured. Speeding remains one of the leading causes of these accidents. July itself was marked by several fatal crashes that received widespread public attention.

Against that backdrop, the message that "the problem is the brake pads" inevitably raises questions.

Once again, we return to a topic we've discussed many times before: context.

Amboli's creative execution is easy to understand. Giving animals a voice and combining humor with melancholy is a well-established storytelling device. However, when addressing an issue that represents one of society's most pressing public safety challenges, accurately identifying the root problem becomes just as important as producing an engaging creative concept.

That said, the campaign clearly resonated with many viewers and has already generated millions of views. It also reminds us that humorous storytelling and presenting difficult realities through a lighter perspective can sometimes be an equally effective way to capture attention and encourage conversation.

sinatle media x windfor's tbilisi - the truth is visible only in the light!

Speaking of social responsibility, it feels natural to move from commercial communication to a campaign built entirely around a social cause.

Windfor's developed this campaign for Sinatle Media to support independent online media outlets.

"There is a question on this wall - an unanswered question. There is a rhetorical question on this wall. There is a name on this wall - the name of someone who died for Georgia's independence..."

These words accompany phrases that once appeared across city walls as expressions of protest - messages that were later painted over after being deemed unacceptable. Yet, as the campaign concludes, "The truth cannot be erased. The truth is visible only in the light."

Visually, the execution is remarkably powerful. The painted-over messages become visible only when illuminated. That simple creative device transforms ordinary walls into symbols of collective memory, protest, and freedom of expression.

This is far from the first time a Georgian agency has devoted its creative resources to a social responsibility campaign. Previous examples include "Everything Is Fine in the Country" (Batumelebi × Netgazeti × Supermarket Agency), as well as last year's Mzia – 12 Citizens and Accused of Truth, both of which received multiple international awards.

Every initiative that places creativity in the service of society deserves recognition. When agencies apply their creative capabilities to issues that matter beyond commercial objectives, they demonstrate that creativity can generate not only attention, but also meaningful public impact.

summary

July offered a diverse mix of marketing work - from digital products to physical experiences, from compelling storytelling to conversations about social responsibility, and, at times, the absence of it.

Yet one question remains worth asking:

Is creativity simply about capturing attention, or does it also carry responsibility for what follows once that attention has been earned?

Until next month.