IDFI's campaign - “Fruits of Heroism” has gained international success

News | Memory and Disinformation Studies 3 October 2023

The campaign “Fruits of Heroism” produced within the framework of the “Solidarity Branding - Promotion of Entrepreneurs Living Near the Occupied Territories in the Shida Kartli Region” project of the Institute for Development of Freedom of Information (IDFI) achieved many successes in the international arena.


On September 16, the awarding ceremony of Ad Black Sea 2023, the international festival of the creative industry, was held in the Summer Theater of Batumi. The works of Georgian creative agencies won 26 awards in 13 categories at the mentioned festival, which were evaluated by four teams of the international jury. IDFI's campaign "Fruits of Heroism" won 2 silver and 1 bronze awards:


Silver - Sustainable Development Goals - People

Silver - Brand Experience & Activation - Launch / Re-launch

Bronze - Creative Strategy -Corporate Purpose & Social Responsibility




The "Fruits of Heroism" campaign also achieved significant success at the prestigious Jolbors Festival 2023 held in Almaty, Kazakhstan on September 30 and October 1, where it won gold and silver awards in the following categories:


Gold - Marketing - Brand Launch / Re-launch

Silver - PR  -  ESG projects



It should be noted that representatives of the advertising industry from Europe, Central Asia,, and East Asia participated in the festival.


In 2022, with the joint efforts of USAID, Zinc Network, and the Institute for Development of Freedom of Information (IDFI), farmers living near the occupation line in Shida Kartli were able to sell their agricultural products in the store chains of Carrefour (Tbilisi Mall, East Point), “Zgapari” (in 30 branches) and “Smart” (Gori, Kakheti, Gudauri).


The aim of the campaign was to help Georgian consumers to identify and purchase products grown in Shida Kartli, near the occupation line. 


“Fruits of Heroism” was prepared in cooperation with the creative agency Leavingstone and with the support of Zinc Network.


The implementation of the project was made possible with the financial assistance of USAID and the American people, within the framework of the project - Solidarity Branding: Promotion of Entrepreneurs Living Near the Occupied Territories in Shida Kartli Region.



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