It seems nothing good is happening in Georgia.
The challenge was: How can we inspire an entire nation to take it easy and chill out?
Idea: We simply set an uplifting example for everyone to see.
We decided to stage a public stunt to engage an entire country and help people cheer up a bit. A man in the hammock is a true Georgian symbol of having no worries.
The mannequin in the hammock was engineered to relax and sip on a bottle of beer.
We gave a new life to the legend by making it fly with a simple, surreal solution - hang it on a drone.
Bystanders thought the stunt was for real, started taking videos and photos. By the next morning an authentic video shot by one of the eyewitnesses was already a global sensation giving Georgian media a cheerful story to cover.
In the first two weeks we virally reached 67% of all Georgians online, had 2.5 million total video views in Georgia and 80,932 positive reactions. 150 online articles were written describing the full story. In total we have 34 million views globally. The demand from retail stores has increased by 81% after our campaign took off. The flying hammock is still in the air to promote Natakhtari light and remind Georgians to lighten up.
