The Time to Gift Time is Now and Always

Developing and implementing any campaign poses general and familiar challenges. However, the challenges in this particular campaign were somewhat out of the ordinary. They involved fitting 19 scenes into just five locations, integrating more than 30 products without putting too much emphasis on any one of them, and, most importantly, creating a story that would fit Armenian, Georgian, and Belarussian markets, and be equally clear and effective for all three nationalities.

Although the big idea of this campaign applies anywhere in the world, the execution of that idea required exceptionally meticulous attention to detail. Not only was it necessary to avoid any unmistakably Armenian locations and objects, but also to include a diverse cast that would be familiar to all three countries.

Time is the most valuable gift you can give. The value of what you gift on New Year's Day, however, is determined by the time you gift before New Year's Day and your willingness to gift time after New Year's Day. The commercial is meant to show the importance of gifting time (now and always).