{"id":5578,"date":"2026-11-10T06:20:38","date_gmt":"2026-11-10T11:20:38","guid":{"rendered":"https:\/\/icomagencies.com\/?post_type=casestudy&#038;p=5578"},"modified":"2026-11-10T06:22:58","modified_gmt":"2026-11-10T11:22:58","slug":"birds-never-forget-to-fly-psp-playmakers-case-study","status":"publish","type":"casestudy","link":"https:\/\/icomagencies.com\/work\/birds-never-forget-to-fly-psp-playmakers-case-study\/","title":{"rendered":"Birds Never Forget To Fly \/ PSP"},"content":{"rendered":"    <div class=\"section-wrap casestudy-hero position-relative casestudy-hero-block color-definer dark-color\"  >\r\n        <img decoding=\"async\"\r\n                src=\"https:\/\/icomagencies.com\/wp-content\/themes\/icom-wp-theme\/assets\/images\/case-study-banner.jpg\"\r\n                alt=\"case study banner\"\r\n                class='position-absolute w-100 case-study-banner'\r\n        \/>\r\n        <div class=\"center-container\">\r\n            <div class='case-study-banner-row 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                    <\/div>\r\n                        <\/div>\r\n                        <div class='case-study-location-box'>\r\n                            \r\n                                <a href=\"https:\/\/icomagencies.com\/agency\/playmakers\/\" class='case-study-location'>\r\n                                    <p class='case-study-location-name'>\r\n                                        Playmakers                                        <span>Tbilisi, Georgia<\/span>\r\n                                    <\/p>\r\n                                <\/a>\r\n                            \r\n                        <\/div>\r\n                    <\/div>\r\n\r\n                                                <div class='case-study-btn-wrapper'>\r\n                            <a href=\"\/work\/advertising-case-studies\"><button class=\"custom-button\">Advertising<\/button><\/a><a href=\"\/work\/creative-case-studies\"><button class=\"custom-button\">Creative<\/button><\/a><a href=\"\/work\/digital-marketing-case-studies\"><button class=\"custom-button\">Digital Marketing<\/button><\/a><a href=\"\/work\/video-production-case-studies\"><button class=\"custom-button\">Video Production<\/button><\/a>\r\n                        <script>\r\n                            document.addEventListener('DOMContentLoaded', function () {\r\n                                const showMoreButton = document.querySelector('.show-more');\r\n                                const hiddenTerms = document.querySelectorAll('.hidden-term');\r\n\r\n                                if (showMoreButton) {\r\n\r\n                                    showMoreButton.addEventListener('click', function () {\r\n                                        hiddenTerms.forEach(term => term.classList.toggle('hidden-term'));\r\n                                       \/\/ showMoreButton.textContent = showMoreButton.textContent === '...' ? 'Show Less' : '...';\r\n                                        showMoreButton.classList.toggle('hidden-term');\r\n                                    });\r\n                                }\r\n                            });\r\n                        <\/script>\r\n\r\n\r\n                    <\/div>\r\n                    \r\n                                    <p className='casestudy-banner-pera'>\r\n                        <strong>\u201eBirds Never Forget to Fly&#8221; is a celebrated, award-winning 2025 commercial campaign created for the Georgian pharmacy brand PSP.<\/strong><\/p>\r\n                    \r\n\r\n                <\/div>\r\n            <\/div>\r\n        <\/div>\r\n        <a href=\"javascript:;\" id=\"work-scroll-link\" class=\"scroll-btn-wrapper work-scroll-btn-wrapper\">\r\n            <div class=\"scroll-text\">SCROLL<\/div>\r\n            <span class=\"scroll-btn\">\r\n                <img decoding=\"async\" src=\"https:\/\/icomagencies.com\/wp-content\/themes\/icom-wp-theme\/assets\/images\/down-arrow-round.svg\" alt=\"bottom arrow scroll icon\" \/>\r\n            <\/span>\r\n        <\/a>\r\n    <\/div>\r\n    \n\n\n<div class=\"section-wrap heading-two-column-section color-definer light-color\"><div class=\"center-container\"><div class=\"two-column-row dFlex justifyContentBetween  single-column-row\"><div class=\"two-column-heading-wrapper\"><h3 class=\"two-column-heading\">Case Study Description<br><\/h3><\/div><div class=\"two-column-wrapper-row dFlex\"><div class=\"two-column-card\"><p class=\"two-column-content\">The commercial made history as the first-ever commercial directed from behind bars by a political prisoner, Georgian director Giorgi Okmelashvili, who mailed his hand-sketched storyboards out of prison.<br><br>Another detained figure and actor, Andro Chichinadze, participated via jail phone call recordings, making him a protagonist with a subjective camera and adapted storytelling.<br><br>Released around Georgia&#8217;s Independence Day during a period of intense public demonstrations and political unrest, the video struck a deep chord. Though banned by two pro-government television channels, it gained over 10 million views online, became a symbol of hope, and transformed into a prominent protest slogan across the country.<\/p><\/div><div class=\"two-column-card\"><p class=\"two-column-content\"><\/p><\/div><\/div><\/div><\/div><\/div>\n\n\n    <div class=\"content-wrap our-work-page color-definer light-color\" id=\"content-gallery-6af4a4986e5ab-2037\">\r\n        <div class=\"section-wrap image-gallery-block\">\r\n            <div class=\"center-container\">\r\n                <div class=\"image-gallery-row\">\r\n                                            <div class=\"gallery-box cursor\"\r\n                             onclick=\"document.getElementById('galleryModal-gallery-6af4a4986e5ab-2037').style.display='block'; currentSlide(1, 'galleryModal-gallery-6af4a4986e5ab-2037')\">\r\n                                                            <img decoding=\"async\" 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