The “Birds Never Forget to Fly” campaign, created in collaboration between Playmakers and PSP, has already secured multiple international awards and is now competing at one of the industry’s most prestigious festivals, The One Show, with results to be announced on May 15. Speaking to BM.GE, Managing Partner Koka Kamushadze discussed the project’s growing international recognition and its commercial outlook.
According to Kamushadze, it is still too early to speak about direct financial returns from the campaign. He notes that the main achievement so far is its international recognition rather than revenue: “There are no financial results yet… the project has brought us awards that have not yet translated into figures. However, this recognition will likely bring us new clients in the future, especially internationally.”
He explains that the campaign first gained major traction at the regional Ad Black Sea festival, where it became a standout success, winning multiple gold awards and ultimately the Grand Prix. This early momentum led to further international exposure at the Art Directors Club Europe, where the team initially did not plan to participate but later entered after being shortlisted. There, the campaign won two golds, one silver, and a special European Star award, again taking the Grand Prix as the festival’s top honor.
The success continued in the United States at the Clio Awards, where the campaign received two awards. Kamushadze highlights a particularly notable achievement in the Creative Disruption category, where no gold or silver awards were given - only bronze -yet the Georgian campaign still won.
According to him, the project also beat global brands in this category, including McDonald’s, Burger King, KFC, and Disney. Kamushadze also notes that the second award, silver, was received by the campaign in the “Film Direction” category, where the competition was even higher: “Netflix took bronze and the Xbox and Samsung joint campaign, directed by David Fincher, took gold… In other words, we lost to David Fincher only in this category.”
The campaign is currently a finalist at The One Show, where it is shortlisted in seven categories, with multiple awards expected. Kamushadze says the final results will be known on May 15. He adds that “Birds Never Forget to Fly” has already become one of the most internationally successful Georgian creative projects, with its award trajectory still ongoing and potentially extending to Cannes.
