Ikano: Smells Like Teen Spirit

Credits & Description:

Entrant: Leavingstone, Tbilisi
Brand: Ikano
Corporate Name of Client: Friends' Cellar
Agency Account Manager: Mariam Karalashvili
Agency: Leavingstone, Tbilisi
Creative Director: Levan Lepsveridze
Copywriter: Beka Adamashvili/Rezo Shelia
Production Company: Film Asylum, Tbilisi
Director: Giorgi Popiashvili
Producer: Vato Kirkitadze
Director of Photography: Guka Goliadze
Colour Company: SPECTRA Tbilisi, Tbilisi
Colourist: Thomas Burns
Music Producers: Tornike Karchkhadze/George Sibashvili/Tornike Japiashvili
Music Performed By: Dato Metreveli/Giorgi Ambardnishvili/Misho Eliava
Song Title: Ikano Smells Like Teen Spirit
Original Artist: Nirvana
Original Song Title: Smells Like Teen Spirit
Set Designers: Beka Sadagashvili/Temo Kartlelishvili/Levan Kvaratskhelia/Nino Injia
Make-up: Irma Datuashvili
Casting: Giorgi Giorganashvili
ACs: Givi Tukhareli/Guram Mosikashvili
G&E: Giorgi Chubinidze/Levan Zaridze
Description of the Project:
In Georgia wine is a traditional drink, only to be enjoyed with specific etiquette during feasts and family gatherings.
Ikano is a wine brand for young people aiming to change the perception of wine as a conventional beverage. As Ikano itself is a blend of European and Georgian grape varieties, the brand mixes up tradition with contemporary, old with new, serious with fun.
To grab the attention of young Georgians, we put this dual philosophy to a test covering the most recognisable youth anthem “Smells Like Teen Spirit” as a traditional Georgian folk song.
We wanted the target audience to rethink how they drink wine and understand that this cultural fusion isn’t unnatural - it shouldn’t be a surprise to discover Ikano at an alternative music concert or a club, as much as at a picnic in the countryside.
Ikano Smells Like Teen Spirit music video was received warmly both by our target audience with hundreds of shares and music critics with favourable reviews on multiple publications.