ARARAT: "Heart to Heart" or the Art of raising emotional toasts

ARARAT is launching a new advertising campaign 'Heart to Heart': an emotional campaign on the essence of toasts 'To those who fill our lives' and 'To reunions with old friends" presenting a new creative approach of the brand.

The Art of raising a toast
With this new campaign, ARARAT finds the right words to glorify and reveal the feelings that we all experience throughout our lives when sharing a toast with our close ones. Since ancient times people have been crowning the most convivial moments of life by raising a glass. Over the centuries a toast was an expression of eternal values such as love, friendship, family, prosperity, and triumph. While offering this captivating vision of what a toast should be, this new ad truly reflects folk wisdom and uniquely conveys cultural heritage of the nation.

Developed by the worldwide agency TBWA and calligrapher & illustrator Yuri Gordon, the new ad has already been rolled out in key markets through a large trade activation at POPs, and a large media plan for the TVC campaign in Ukraine, Slovakia and Armenia.