BORJOMI - NEW YEAR, NEW BEGININGS
For New Year’s, we launched a magical winter campaign for Borjomi that celebrated not just the holiday — but the idea of a new beginning. The story begins on a symbolic journey aboard the “Kukushka” — a nostalgic mountain train that holds deep meaning for generations in Georgia. Wrapped in pines and snow, it sets the perfect stage for what comes next: an enchanting adventure led by Borjomi itself. Inspired by this imagery, we created a festive brand film that followed a group of friends leaving a holiday party. The moment they open a bottle of Borjomi, the ordinary fades — and a magical, otherworldly journey begins. This campaign reawakened the childlike wonder of New Year’s. We brought together nostalgia, tradition, and fantasy to remind viewers that Borjomi isn’t just a drink on the holiday table — it’s a part of the feeling. With this new narrative, Borjomi became the guide to a dreamlike escape from the everyday, carrying audiences back to memories of snowy winters, twinkling lights, and timeless celebrations.
Client
BORJOMI
DELIVERABLES
Hero Video Social Media Assets
Year
2023
Role
Creative Direction
For New Year’s, we launched a magical winter campaign for Borjomi that celebrated not just the holiday — but the idea of a new beginning. The story begins on a symbolic journey aboard the “Kukushka” — a nostalgic mountain train that holds deep meaning for generations in Georgia. Wrapped in pines and snow, it sets the perfect stage for what comes next: an enchanting adventure led by Borjomi itself. Inspired by this imagery, we created a festive brand film that followed a group of friends leaving a holiday party. The moment they open a bottle of Borjomi, the ordinary fades — and a magical, otherworldly journey begins. This campaign reawakened the childlike wonder of New Year’s. We brought together nostalgia, tradition, and fantasy to remind viewers that Borjomi isn’t just a drink on the holiday table — it’s a part of the feeling. With this new narrative, Borjomi became the guide to a dreamlike escape from the everyday, carrying audiences back to memories of snowy winters, twinkling lights, and timeless celebrations.
