BioChimPharm (BCP) is Georgian-Based, Biopharmaceutical company engaged in R&D, Production and marketing of sustainable alternatives to antibiotics. For our new campaign we partnered with creative agency – JWT Metro. Our main goal was to create an emotional connection between a global company, its brand and people. Phagyo is BioChimPharm’s medicine, which is also mom’s helper in challenging situations, like when a baby has cold, sore throat or flue.
In fact, motherhood is a very difficult, often confusing and amazingly stressful process that is impossible to overcome without sharing the experiences of other mothers.
Me representing Campaign
on TV Show
Lela Kakhadze, head of marketing of the company Biochempharm, and Ana Maghradze, pediatrician of M. Iashvili Children’s Hospital, in the guest program “Imedi Morning”.
We talked about BiochemPharm’s new campaign, the company’s future plans, as well as the importance of phage therapy and the uniqueness and effectiveness of Phagyo®.
In childhood, We All Have Heard Phrases: “You Will Grow Up And Understand”, “When You Become A Mother, You Will Understand”, Which Seemed Foreign To Us At That Time, We Did Not Listen And Do Not Believed in it, But As We Grew Up, We Started To Realize, That These Phrases Reflect Reality. Through The New Campaign We Wanted To Show, How Much Experience You Get, How Much You Learn, How Much Resistance And Difficulties You Overcome, When You Become A Mom.
see engaging
Social
Media
Posts
Each poster describes funny situation and gives advice how to calm and educate your baby. With emotional pictures we give moms parenting tips and hacks which can be used in everyday life.
This font was created especially for campaign. Baby draw the alphabet in Georgian language. Child’s handwriting font was used in campaign’s Packshot and in Key visuals
Billboards were placed in the city center, on bus stops, in the metro
YouTube Pre roll and Google ads were placed on several webpages to increase traffic and awarness of “When you become mom, you will understand” campaign
Results
In 2021, When you become Mom you will understand, became most successful global campaign in BioChimPharm’s 80-year history with: 6K global media impressions, over 2,500,000 global views and boosted sales.
Creative Agency: JWT METRO
Creative director: Eka Kifiani, Gio Kvlividze
Copywriter: Marika Didmanidze
Senior Art Director: Nutsa Togonidze
Intern: Tika Shalamberidze
Designer: Sandro Laliashvili
Head of Strategy: Lado Malazonia
Senior strategist: Sandro Javakhishvili
Strategist: Keti Oragvelidze
Project director: Nika Bochorishvili
Financial director: Tamar Lashkhidze
Project leader: Sandro Gogoladze
Photographers: Elene Shengelia, Nina Khutsishvili
Videographer: Levan Gunia
Editing: Levan Gunia
Filming company: Metro Production
Executive producer: Sandro Gabilaia
Head of Production: Maia Gurabanidze
Producer: Kathy Ka
Post Production Producer: Buro
Editing: Levan Gunia
Color correction: Sandro Darakhvelidze
Voice: Koba Kvatchadze
Thank you very much:
Nana Bagalishvili, Makuna Gochiashvili, Tamar Janashia, Salome Bregvadze