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Georgian Work wins Act Responsible Exhibition

By Keti Donadze
Wednesday, June 27
DDB Betterfly’s Social Print-One Shot is the first Georgian work that won at the Cannes International Creative Festival - the ACT Responsible Exhibition and got the Special award- Responsible Cannes Tribute to Creativity For Good.

”That’s amazing news, as numerous people will see how we do advertising in such a small country, we are not less than other large countries,” said the print art director and copywriter Lasha Shrute Milorava.

Act Responsible is one of the largest social advertising platforms, which collects hundreds of commercials on social issues, from year to year, choosing the best of them for Cannes exhibition.

There were 12 prints in the category of Environment, out of which, two of them were Georgian - DDB Betterfly and ABK’s works.

The next phase included voting online and in Cannes.

The winner print was created for World Wide Fund Georgia by Betterfly with the collaboration with Lasha Shrute Milorava (copywriter and art director), Anuka Kvezereli (art director), Nika Monaselidze art director and illustrator and Irina Gugunishvili (project manager).

The competition took place in five categories - print, advertising, design, digital, campaign, video and younger marketing.

Exhibitions are divided in a number of themes and sub-themes in order to be able to propose various selections addressing various issues that may suit your concerns. The ACT Responsible database itself is organized around major issues “Taking care of the planet, Taking care of others, Taking Care of yourself”.

Since 2004, ACT Responsible organizes public voting during exhibitions defending social and environment issues and involves visitors in honoring their favorite advertising campaigns. The Cannes ACT Tribute aims to give recognition to agencies for their contribution and to be a source of motivation for them to produce even more outstanding work. This year again, to celebrate the work of 72 agencies from 30 countries, voting was open to all. The idea behind the voting is to give as much visibility as possible to the campaigns and promote these important causes.

The Lions are the most established and coveted awards for the creative and marketing communications industry. Their trophies are recognized globally as the ultimate achievement in creativity.