Description
in fact, For children, dismantling toys is an investigation, mapping out how things function, from toy cars to the universe beyond.
and how do we, as adults “investigate” our 'toys'?
We're heading to Dashlilebi, the iconic place in Tbilisi Centre, where Georgians have perfected the art of finding value in the broken.
So, to combine useful, with interesting and encourage curiosity, Castrol created “Dashlilebi for Children”, drop-off point for dismantleed toys.
On world Children’s Day, we invited children, took apart everything they were curious about and turned knowledge into a playground.
During June, we gathered broken toys and swap them for educational gifts like science manuals for kids, Between the dancing and laughter, we packed kids' minds with scientific wonder, and ended up with dozens of boxes full of dismantled toys.
but thats not the end of the toy story.
We've teamed up with Tene, a plastic recycling company, transformed disassembled toys into tokens of gratitude and made sure to honor every single child, personally handing out tailored awards with their name on it.
"Over 1,000 curious children were awarded gifts and named prizes.
5000+ toy became part of a bigger toy story
lifespan of toys has been extended from 11 days, to infinity
This professional campaign titled 'Dashlilebi - Kids edition' was published in Georgia in June, 2025. It was created for the brand: Castrol Georgia, by ad agency: Maverik. This 360°, Film, and Integrated media campaign is related to the Automotive and Personal Transportation industry and contains 1 media asset. It was submitted 1 day ago by Creative Lead: Giorgi Saltkhutsishvili of Maverik.
Credits
Client: Castrol Georgia
Head of Sales Department: Natia Lomsianidze
Head of Marketing: Sally Chkheidze
Marketing Manager: Magda Chaduneli
Agency: Maverik
Creative Director: Giorgi Mdivani
Creative Lead: Giorgi Saltkhutsishvili
Strategist: Nika Garsenishvili
Account Director: Mariam Maghlakelidze
Art Direction: Guram Kakhidze, Luka Kodua
Book Illustrations: Guram Kakhidze
Illustrator: Nesi Karukhnishvili
Typography: Luka Kodua
Senior Motion Designer: Giga Tsereteli
CGI: Irakli Odoshashvili
Editing: Niko Klishchenko
Sound Design: Addmusic.ge
Content Lead: Nika Kakabadze
Content Manager: Mate Jikia
Digital Project Manager: Keto Metreveli
Digital Content Creator: Tako Macharashvili
Advertisers: Giorgi Gurchiani, Nini Arsenashvili
Production Manager: Masho Devdariani
DOP: Niko Klishchenko
Videographer: Sandro Tsomaia
Special Thanks To: Curious Kids, Tene, FaFu, "ნესტარტი", GT Group