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From Heart to Heart
ArArAt owned by Pernod Ricard was Winston Churchill's favourite brandy . In Belarus, ArArAt is a brand from the Soviet past consistently associated with traditions.

Such a brand does not attract the modern audience. "Akhtamar" is a 10-year-old brandy in line remains nothing but a good gift, which does not need to be opened.

To attract a young audience with a unique brand experience based on "From Heart to Heart" communication platform. They are familiar with the concepts of "artificial intelligence", "neural network" and "hologram". A brand that creatively uses these concepts, receives all the attention and sales.

ArArAt is the world's first brandy, which understands what your heart feels.

We created an AI module recognizing your emotions during the conversation as well as unique crystal glasses that can show them right inside the brandy. Thanks to a self-taught neural network identifying 7 types of emotions, you can express your feelings at the very moment.

Here's how it works: turn on the application on your device and select one of the menu options. Then place two glasses in the indicated fields, fill them with ArArAt brandy and just start talking. Your emotions will be reflected right inside the glass.

Special gift sets "Akhtamar and unique glasses" went on sale in mid-December 2017.

The project collected about 50 references in the local and international media and received positive feedback from 9 countries (Japan, United Kingdom, USA, Australia, etc.). Sales of ArArAt Akhtamar increased by 25% compared to the same period of the last year.


KIAF 2018 - Bronze | Design&Branding | Innovation in Design

KIAF 2018 - Bronze | Design&Branding | Promotional Item Design&DM-Materials /Original Business Gifts