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How alta Brought Georgian Football Energy to New Year Electronics
alta's 'Happy New Gadgets!' campaign is a December 2023 digital and film initiative created by Project Lab in Georgia, placing Georgian football star Shota Arveladze inside the brand's fictional 'Altaverse' universe to connect New Year festivity with the energy and pace of a live football match.
Launched on December 21, 2023, the campaign positions alta as the definitive destination for electronic devices, electronics, and technology gifting during Georgia's New Year season. The creative premise is direct: shopping for the latest gadgets at alta moves at the speed of a football game, framing consumer electronics retail as an experience charged with the same momentum that Georgian audiences associate with sport. The Altaverse serves as the campaign's stage — an immersive, branded ecosystem in which technology is not merely purchased but celebrated as central to modern life and seasonal joy.
In Georgia, where football holds deep cultural resonance and New Year is among the most commercially significant festive periods, the campaign deploys both levers simultaneously. Alta's choice to anchor a technology retail message in national sporting identity reflects a deliberate effort to move beyond product specification and speak directly to cultural pride. The campaign spans digital and film media, giving it reach across streaming, social, and broadcast contexts. Submitted to the public record by Giorgi Lolua, Commercial Director at Project Lab, 'Happy New Gadgets!' represents the continuation of a multi-year Altaverse platform that Project Lab has built for alta since at least 2022, extending a world already familiar to Georgian audiences into a seasonal, celebrity-fronted format.
Alta holds a meaningful position in Georgia's competitive electronics retail sector. According to Clapboard's editorial research, alta held an estimated ten percent share of Georgia's electronics sector in 2021, placing it ahead of identified competitors EE at seven percent, Zoommer at six percent, and UGT at five percent. That competitive lead is not self-sustaining in a market defined by rapid product cycles and aggressive seasonal promotions, which explains why the 'Happy New Gadgets!' campaign invests so heavily in cultural differentiation rather than price-led messaging.
Georgia's electronics sector is substantial in domestic terms. According to Ramad Bog Ge, Georgia's total electronics-sector turnover reached approximately GEL 4.4 billion in 2022, with retail accounting for GEL 2.1 billion and wholesale and B2B activity accounting for GEL 2.3 billion. Within the retail breakdown, IT, mobile phones, and related products generated GEL 1.17 billion in 2022, according to the same source, while household appliances contributed GEL 577.2 million. These figures establish the scale of the market that alta is competing for and contextualise the brand's decision to sustain high-visibility campaign activity into the peak gifting window of December.
The strategic rationale for casting Shota Arveladze is grounded in audience psychology as much as reach. Arveladze is a widely recognised figure in Georgian public life, carrying associations of achievement, national identity, and competitive drive. By connecting his persona to the pace and excitement of New Year shopping at alta, Project Lab creates an associative bridge between the emotions Georgians already attach to football and the emotions the brand wants consumers to attach to technology retail. This approach positions 'Happy New Gadgets!' not as a promotional spot but as a cultural event, a framing that competitors operating on transactional messaging alone find difficult to replicate.
Project Lab built the 'Happy New Gadgets!' execution around a single, legible creative idea: the pace of New Year shopping at alta mirrors the pace of a football match. That equivalence is not merely stated in the script — it is performed through the presence of Shota Arveladze, whose identity as a former professional Georgian footballer carries the metaphor without requiring explanation.
The Altaverse functions as the creative container for this idea. Introduced by Project Lab in earlier alta campaigns, the Altaverse is a branded fictional environment in which alta's product range exists as part of an energised, visually distinct world rather than a conventional retail setting. The 'Happy New Gadgets!' execution extends this established platform into a seasonal register, layering New Year iconography and festive urgency onto a universe that returning alta audiences already recognise. This continuity of world-building is a deliberate craft choice: it allows the December 2023 campaign to benefit from accumulated familiarity while still delivering a fresh seasonal message.
Creative direction for the campaign is attributed to Lasha D. of Project Lab, according to Clapboard's editorial research. The campaign was submitted for public documentation by Giorgi Lolua, Commercial Director at Project Lab, confirming the agency's lead role across both creative and production responsibilities. The execution spans digital and film formats, suggesting a production approach calibrated for both short-form social viewing and longer broadcast or streaming contexts, a practical requirement in Georgia's mixed-media landscape where audiences move across platforms. Production credits beyond the creative director and commercial director are not publicly documented for this campaign.
No verified campaign effectiveness data for 'Happy New Gadgets!' is publicly available. No sales lift figures, market share movement, reach metrics, or return-on-investment data have been published by alta, Project Lab, or any independent measurement body in connection with this campaign. The campaign has not received recognition at Cannes Lions, the Effie Awards, The One Show, D&AD, the Clios, the Webby Awards, or WARC Awards, according to Clapboard's editorial research.
Structurally, the campaign demonstrates several attributes associated with effective seasonal retail communications. The use of a nationally recognised figure in Shota Arveladze creates immediate salience in the Georgian market without relying on the product category alone to generate interest. The Altaverse platform provides creative continuity across alta's campaign activity, reducing the cognitive load required for audiences to identify and engage with the brand. The football-pace metaphor is specific enough to be memorable and culturally resonant enough to travel across age and demographic segments in Georgia, where football commands broad public attention.
The campaign's digital and film format combination positions it for measurable distribution, even if those metrics have not entered the public record. The YouTube upload associated with the campaign recorded 643 views and one like at the point of public documentation, according to Clapboard's editorial research, suggesting limited organic amplification at the time of archiving. Clapboard rates 'Happy New Gadgets!' at 55 out of 100, reflecting a campaign that executes a coherent cultural strategy with recognisable craft but operates within a scale and visibility range that constrains its broader creative impact.
'Happy New Gadgets!' is a December 2023 digital and film campaign created by Project Lab for Georgian electronics retailer alta. It places footballer Shota Arveladze inside the brand's fictional Altaverse, connecting New Year festivity with the pace of a football match to promote alta's range of electronic devices and technology products in Georgia.
Project Lab created the campaign. The Tbilisi-based agency served as creative and production lead, with creative direction attributed to Lasha D. and commercial direction by Giorgi Lolua, according to Clapboard's editorial research. Project Lab also created earlier alta campaigns, including the 2022 'Future Gadgets for Smart Generation' work.
Shota Arveladze is a widely recognised Georgian former professional footballer. Alta and Project Lab cast him to link the excitement of football with the energy of New Year shopping inside the Altaverse, grounding an electronics retail message in cultural identity and national pride that resonates specifically with Georgian audiences.
The Altaverse is a branded fictional universe created by Project Lab for alta, introduced in 2023. It frames alta's product range within an immersive, energised environment rather than a conventional retail setting. The 'Happy New Gadgets!' campaign extends the Altaverse into a seasonal New Year format with celebrity-led storytelling.
Alta held an estimated ten percent share of Georgia's electronics sector in 2021, according to Clapboard's editorial research, placing it ahead of EE at seven percent, Zoommer at six percent, and UGT at five percent. Georgia's electronics retail segment reached approximately GEL 2.1 billion in 2022, according to ramad.bog.ge.
Clapboard rates 'Happy New Gadgets!' at 55 out of 100. The score reflects a campaign that applies a coherent cultural strategy and recognisable craft — pairing celebrity, seasonal context, and an established brand platform — but operates at a scale that limits its broader creative and measurable market impact in Georgia.
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