Ad Black Sea
Category
Corporate Purpose & Social Responsibility
Annual ID
ABS25_CS013M
Background
Georgia is facing an educational catastrophe. A 2024 UNICEF study shows one in three young Georgians can't build a reasoned argument. For years, Bank of Georgia supported the brightest minds with scholarships, but the bigger picture kept getting darker: across the country, national exam results were dropping year after year. A generation raised on internet noise had lost the ability to focus.
Idea and Execution
In partnership with Khan Academy, we compressed the entire national exam curriculum into short, two to three-minute audio lessons. Students simply scanned a QR code on the platform to preload a lesson. As their train entered a tunnel and the signal disappeared, the learning began.
The campaign soon expanded beyond the subway to bus stops and other media, reminding students that every waiting moment was a chance to learn. We also created hundreds of sticky notes with exam topics, transforming them into a peer-to-peer support tool that encouraged students to build a city-wide network of learning shortcuts.
Strategy
How could we help teenagers perform better on the exams that determine their future? We knew we couldn't win the battle for attention against social media. So, we took our campaign to the one place where the internet couldn't follow: the subway tunnels. The idea was to turn every internet-free subway ride into a productive classroom, transforming dead time into study time.
Impact
Launched just before the national exams, the campaign was an immediate success. Aimed at 40,000 students, we reached a populace ten times bigger than our target.
Reach: Over 417,000
1.7 million impressions
85,000 engagements.
Brand Perception: +50% awareness as an Education Supporter
Brand Leadership: +54% recognition as the Best CSR Bank
The real story was told by 2025. Pass rates climbed in multiple subjects:
Physics: 61.59% → 72.73% (+11.14 pp)
Literature: 92.78% → 98.87% (+6.09 pp)
History: 97.31% → 98.19% (+0.88 pp)
Physics delivered the biggest lift, Literature surged to near-universal success, and History edged higher—proof that learning between stops can move the numbers.
This success belongs to the students, and needless to say, we are extremely proud to have been their partner and supporter of education in Georgia.
Reach: Over 417,000
1.7 million impressions
85,000 engagements.
Brand Perception: +50% awareness as an Education Supporter
Brand Leadership: +54% recognition as the Best CSR Bank
The real story was told by 2025. Pass rates climbed in multiple subjects:
Physics: 61.59% → 72.73% (+11.14 pp)
Literature: 92.78% → 98.87% (+6.09 pp)
History: 97.31% → 98.19% (+0.88 pp)
Physics delivered the biggest lift, Literature surged to near-universal success, and History edged higher—proof that learning between stops can move the numbers.
This success belongs to the students, and needless to say, we are extremely proud to have been their partner and supporter of education in Georgia.
2025 Awards
Total Points: 1
Shortlist Winner
Credits
Client / Brand
Bank of Georgia
Motion Designer
Tengo Tetrashvili
Art Director / Designer
Salome Tinikashvili
Creative Chairman
Levan Lepsveridze
Art Department
Tatia Modebadze
Creative Director/Sr Copywriter
Mindia Arabuli
Head of CSR
Ana Lomtadze
Senior Brand Manager
Nino Totladze
Videographer/Editing
Giorgi Chitashvili
VO / Audio Book Content Creator
Giorgi Kvantrishvili
Related Awards
