Create Your Memories - National Parks of Georgia | Clapboard Ad Archive

Create Your Memories for National Parks of Georgia is a 2018 film campaign from Wilton that harnesses the star power of Georgian actress Tina Dalakishvili to anchor a compelling invitation to explore the country’s natural landscapes through recreation and leisure. The campaign’s visual storytelling combines aspirational travel moments with intimate portrayals of adventure, using Dalakishvili’s recognizable presence alongside local figures to create authentic connections with Georgia’s protected wilderness. This approach situates the campaign firmly within Clapboard’s FORMAT#8—Ongoing Characters or Celebrities, leveraging celebrity recall to deepen audience engagement without resorting to explicit problem-solution narratives or symbolic abstraction. Wilton’s creative strategy benefits from the synergy of evocative cinematography, immersive sound design, and a soundtrack by Andrew McMillen that together articulate the sensory richness of national park experiences. The campaign’s production involved collaboration with national park administrations and rangers, lending credibility and a grounded sense of place to the film’s depiction of outdoor exploration and reflection. Endorsed by WWF and the Ministry of Nature Defence of Georgia, Create Your Memories strategically weaves environmental stewardship and sustainable tourism messaging into its broader leisure travel appeal, positioning the national parks as both a destination and a responsibility. The campaign’s messaging emphasizes forging personal and collective memories in nature, an emotional core that encourages repeat visitation and deeper appreciation for the country’s ecological heritage. This creative effort aligns with travel and leisure market objectives by enhancing brand affinity through relatable celebrity involvement and immersive narrative techniques. Clapboard rates this campaign 63/100. Create Your Memories demonstrates how travel and leisure advertising can harness local celebrity to humanize destination marketing while embedding conservation values, signaling a shift toward responsible storytelling that balances attraction with advocacy.