On New Year’s Eve, heartfelt wishes for Georgia in 2025 illuminated monitors across Tbilisi and other major cities, carrying messages of hope and unity from people worldwide.
TBC Bank invited everyone in Georgia and abroad to share their dreams for the nation through its mobile banking platform. This call to action resonated deeply, resulting in New Year’s wishes from every corner of Georgia, including Abkhazia, and as far afield as 111 countries around the globe.
In light of the ongoing challenges facing the country, TBC opted not to launch a traditional New Year’s advertising campaign. Instead, it dedicated its communication platforms—where its ads are usually displayed—to amplify the voices of the people.
From December 27 to 30, TBC customers were encouraged to submit their wishes for Georgia in 2025 via mobile banking. These messages were collected and shared through an array of mediums, including digital street monitors, TBC Bank branch screens, ATMs, mobile banking interfaces, airport displays, digital channels, and even cinemas.
By giving the people a platform, TBC transformed its traditional New Year’s outreach into a meaningful initiative that united voices from across Georgia and beyond.
