|Production agency||Film Asylum|
|Executive creative director||Levan Lepsveridze|
|Associate creative director||Giorgi Avaliani|
|Chief/senior account director||Natia Gogia|
|Art director||Ia Darakhvelidze|
|Account director||Nikoloz Kakhniashvili|
To reach the people who know the price of a good drink, we made the first Georgian craft beer really, really expensive! 34 launched with a shocking price tag - 34 Laris ($17) a bottle. We tracked the first heroes to buy 34, and in five days as the prices went down, we revealed their personal statues as a surprise. As a result, 230 overpriced bottles sold to a unique audience pushed 230% of the planned amount, gaining 12% of the market in 1 month.