ARCHIVETodua Clinic Turns New Year's Eve Into a Story of Warmth and Care
Todua Clinic's December 2022 film campaign, titled "In the freezing winter, New Year is created by warmth!", is a single narrative video produced by CONTACT — and ZIGZAG Collaboration CONTACT — that portrays medical staff and their patients sharing New Year's Eve together inside the clinic when those patients cannot be with their families.
The campaign positions Todua Clinic not merely as a medical institution but as a community of care. Its central emotional proposition is direct: the warmth generated by professional kindness and human connection is itself a form of healing. The film was published in Georgia in December 2022 and archived on Ads of the World on January 9, 2023, making it one of the few Georgian healthcare brands to pursue an explicitly narrative, emotion-led film format for a seasonal campaign.
In Georgia, where approximately 86% of hospitals were owned by for-profit private entities as of 2022, according to scopegroup.com, the competitive pressure on private clinics to differentiate on values rather than price or infrastructure is considerable. Todua Clinic meets that pressure with a creative strategy grounded in empathy rather than capability claims. The campaign carries a single media asset — one film — which concentrates its entire communicative weight on emotional resonance. The Clapboard Score for this campaign is 63 out of 100, reflecting competent emotional craft within a category where verified performance benchmarks are limited.
Todua Clinic entered December 2022 with a clear strategic insight. Patients confined to a clinic during a national holiday are acutely aware of what they are missing, and that emotional gap represents both a vulnerability and an opportunity for a healthcare brand willing to acknowledge it honestly.
The Georgian private healthcare market provides important context for this choice. According to scopegroup.com, the sector generated approximately GEL 2.8 billion in revenue in 2022, with roughly half derived from Universal Health Coverage and half from out-of-pocket payments. Hospital and clinic turnover reached approximately GEL 1.2 billion in 2021, representing roughly 7% cumulative growth over the preceding five years, also according to scopegroup.com. In a market of that scale — with 269 hospitals and approximately 17,900 hospital beds operating across Georgia in 2022, per scopegroup.com — private clinic brands must compete on more than clinical quality alone.
Competitors such as GHG (Georgia Healthcare Group), a publicly listed and vertically integrated operator, and Vipmed Ge-listed networks hold significant institutional presence across the Georgian market. Against that backdrop, CONTACT's strategic decision for Todua Clinic was to claim emotional territory that larger, more operationally focused competitors rarely occupy: the interior life of the patient during the holidays. The narrative approach, which the campaign credits explicitly identify as its genre, allows the brand to bypass feature-comparison advertising entirely and speak instead to a shared human experience that every viewer can imaginatively enter, whether or not they have been a patient themselves.
Gogita Chikvaidze directed and executive-produced the film, giving the production a unified creative authority from concept through delivery. The choice to concentrate both roles in a single figure is consistent with the campaign's tonal discipline: the film maintains an intimate, observational register that might have fragmented under divided creative leadership.
Director of photography Temo Macharadze shapes the visual language of the piece. In a winter-set hospital narrative, cinematographic warmth — the management of practical light sources, colour temperature, and proximity — is not decorative but argumentative: it is the visual proof of the campaign's core claim. Production designer Tekla Berdzenishvili's work grounds that warmth in a believable clinical environment, avoiding the sanitised artificiality that weakens much healthcare advertising by making hospitals look more like concept spaces than places where people actually recover.
Sound director Igor Zolotarev completes the sensory architecture. In a film where dialogue may be minimal and emotion is carried as much by ambient sound and music as by spoken word, sound design functions as an emotional guide for the viewer. First assistant director Ana Amashukeli and production manager Mariam Lobzhanidze supported the production's logistical execution, while marketing manager Natalia Darchiashvili and project director Natia Gogia provided the client-side creative oversight that kept the campaign aligned with Todua Clinic's broader brand direction following its rebranding, announced in October 2021 according to Toduaclinic Ge. The cast included Levan Todua, Tengiz Javakhadze, Irakli Lortkipanidze, Irine Kukuladze, Ana Nikolashvili, Aleksandre Giorgadze, and Nia Gugava, lending the film a recognisable human specificity.
ARCHIVENo verified performance data for "In the freezing winter, New Year is created by warmth!" is publicly available. No records of the campaign appearing in the Cannes Lions, Effie, One Show, D&AD, Clio, or Webby award programmes have been found, as confirmed by a review of adsoftheworld.com records.
Structural analysis offers a more productive frame for assessment. The campaign's single-asset format concentrates audience attention and eliminates message dilution across formats — a discipline that frequently correlates with stronger emotional recall in healthcare advertising. The narrative genre, which the campaign documentation identifies explicitly, is among the most durable in emotional persuasion: it invites viewer identification rather than demanding it, which suits a healthcare context where audiences may resist overt persuasion.
The timing — December 2022, published at the threshold of New Year in Georgia — is precise rather than opportunistic. The holiday season is a culturally loaded period in Georgia, and a clinic's decision to mark it publicly signals institutional self-awareness. The film's subject matter, medical staff choosing to be present for patients who cannot be elsewhere, transforms a logistical reality of hospital life into an act of visible moral commitment. For a brand that rebranded in late 2021 according to toduaclinic.ge, this campaign represents a coherent second chapter: the new identity expressed not through logo or colour but through human behaviour on screen.
Todua Clinic's 2022 campaign is a narrative film about medical staff and patients spending New Year's Eve together inside the clinic. Produced by CONTACT and ZIGZAG Collaboration CONTACT in Georgia, the film argues that professional kindness and human warmth constitute genuine care, positioning Todua Clinic as an emotionally present healthcare provider.
CONTACT created the campaign, with ZIGZAG credited as a collaboration partner. Gogita Chikvaidze served as executive producer and director. The film was published in Georgia in December 2022 and archived by Ads of the World on January 9, 2023, representing one of the more distinctive narrative healthcare films produced in the Georgian market that year.
CONTACT adopted a narrative film format, a deliberate genre choice documented in the campaign record. Rather than showcasing clinical capabilities, the film centres on emotional experience — patients separated from family during New Year's Eve and the medical staff who keep them company, grounding the brand's value in human warmth rather than institutional credentials.
The Todua Clinic 2022 campaign earns a Clapboard Score of 63 out of 100. The score reflects competent emotional craft and a coherent narrative strategy within the Georgian healthcare category, tempered by the absence of verified award recognition or publicly documented performance metrics for the single-asset film campaign.
Georgia's private healthcare sector generated approximately GEL 2.8 billion in revenue in 2022, according to scopegroup.com, with roughly 86% of hospitals privately owned. In that competitive landscape, Todua Clinic's emotional narrative strategy — produced by CONTACT — directly addresses the need for private clinics to differentiate on values rather than infrastructure or clinical scale alone.
No verified award records for the campaign appear in Cannes Lions, Effie, One Show, D&AD, Clio, or Webby databases, based on a review of adsoftheworld.com records. The film's significance within the Georgian healthcare advertising landscape rests on its narrative approach and emotional precision rather than on formal industry recognition to date.
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