Light Up The Flag
For Georgians, Independence Day is more than a holiday - it’s a bittersweet celebration of perseverance, sacrifice, and unity. The whole country is wrapped in red and white, with our flag proudly waving from balconies, streets, and shoulders as the ultimate expression of national pride. But for the millions of Georgians living abroad, that moment can feel distant.
That’s where Bank of Georgia stepped in - with a vision to make them feel seen, remembered, and included. Together, we created an interactive platform where every Georgian abroad could participate in lighting up a massive digital flag displayed on the main screen of the capital in front of the Tbilisi Philharmonic Hall. As 63,622 Georgians participated from around the world, the flag came to life, one emigrant at a time.
We are responsible for
Duration:
3 weeks
Scope:
Fixed scope
Team:
12 people
Challenge
For approximately 1.7 million Georgians living abroad, who are significant contributors to the nation’s economy and culture in countless ways, major national holidays like Independence Day pass with nostalgia and silence. While the country celebrates in full colour, those far from home often go unseen in the crowd.
So, Bank of Georgia challenged us to solve this: how can we make emigrants feel truly seen, included, and connected to Georgia’s biggest national celebration? We needed to design a campaign that was not just symbolic, but emotionally resonant - something that could invite real engagement and give emigrants a visible, meaningful role in the festivities.
Solution
We turned a symbolic act - raising the flag - into a digital ritual. On the platform, Georgian emigrants were invited to “light up the flag” by filling out a short form with their name and location. Each submission lit up one pixel of a massive LED screen in front of the Tbilisi Philharmonic Hall. Slowly, and with every entry, the Georgian flag began to form, becoming a shared monument to unity, written across time zones and borders. Emigrants had found their role in waving a digital national flag with us in the heart of our capital.
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Platform for Emigrants
The campaign’s heart was the emigrant-facing platform. It was designed as a simple, emotional, and universally accessible experience for Georgian emigrants. Once on the platform, users could easily submit their name and current country of residence - no logins, no complications. The interface was built mobile-first, optimized for all ages and tech proficiencies, ensuring no one was left out. Most importantly, it gave thousands of Georgians living abroad a chance to take action and feel symbolically present in the country they still call home.
Live LED Screen Activation
Every submission from the platform instantly lit up one pixel on Georgia’s largest LED screen in front of the Tbilisi Philharmonic Hall. Pixel by pixel, a massive dotted Georgian flag took shape in the heart of the capital - each light a gesture of pride from somewhere far away. It became the emotional centerpiece of the campaign: a visual proof of collective belonging, as thousands of small contributions formed one powerful, unified whole.
Platform for Locals
The platform used IP-based logic to display a separate experience for users accessing the platform from within Georgia. Instead of a submission form, they were shown real-time data on how many Georgian Emigrants had participated and how the flag looked outside the Hall. This dual-interface approach ensured both audiences could meaningfully engage with the campaign, while locals witnessed the scale and impact of the global Georgian community.
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Effortless Scalability with Laravel Cloud
Given the nature of the campaign - tens of thousands of Georgian emigrants visiting the platform within a very short timeframe - we needed a hosting solution that could scale instantly, handle traffic surges effortlessly, and be quick to set up. With only two weeks to launch, Laravel Cloud was the perfect choice. It allowed us to deploy the platform with easily scalable resources and database infrastructure, ensuring that every visitor, from Toronto to Wellington, could light up their pixel on the Georgian flag in real time. The setup was seamless, the experience was fast and reliable, and not a single interaction was missed.
Meet the authors
We are a 200+ people agency and provide product design, software development, and creative growth marketing services to companies ranging from fresh startups to established enterprises. Our work has earned us 100+ international awards, partnerships with Laravel, Vue, Meta, and Google, and the title of Georgia’s agency of the year in 2019 and 2021.
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