“Dze-Georgian Project” is a result of a non-precedential partnership between “AFG’”, Creative Agency “Windfor’s” and Mercedes Benz Fashion Week Tbilisi. The partnership aims with the help of fashion to promote the idea of philanthropy and urge society to focus on social problems that remain beyond the attention. Lately, the fashion industry takes intense positions in supporting social problems/issues and Georgian fashion industry as a part of it responds to this challenge likewise.
Dzegvi Shelter was established near Tbilisi in Armazi Gorge as “Street Children Orphanage” for rescuing so-called “street children” in 1995. 120 street children who were brought up in the Shelter have already returned to normal life. Since 2010 as a result of different reasons the ‘former street children” orphanage was converted into the unique mixed shelter that is the only of its kind all over Georgia. At the moment Dzegvi shelters former street children, disabled children and elderly, homeless elderly and adults and single mothers with their children.
The conceptual video (the youth from Dzegvi Shelter taking part in the video) that was created as a “Fashion video” (presentation of virtual Dze-project) was shown during the project presentation. The video switches/moves/shifts spectators’ attention from “dze- pseudo fashion brand “to “dze-gvi social brand” (shelter). You can support the project via “dze” website: dzeproject.ge
The campaign ran by:
“American Friends of Georgia” (AFG) – non-governmental charity organization operating in Georgia since 1994 and supporting humanitarian, educational, social and environmental projects in Georgia; AFG helps the groups of people under the high risk. “Only together we can make a difference!”: www.afgeorgia.org
Windfor’s – is one of the first creative agencies in Georgia that has won many international awards among which is the first silver lion ever in the Georgian advertising industry – won at 2017 Cannes Creative Festival. www.windfors.ge
A supporter of the social campaign – Sofia Tchkonia and Mercedes Benz Fashion Week Tbilisi