On a stormy night, a mysterious taxi driver (Armen Dzhigarkhanyan) is hailed by a handsome, young Muscovite (Grigory Dobrygin) who has travelled to Armenia to meet his girlfriend (Ravshana Kurkova). The driver senses his fare's troubled state of mind and recounts the Legend of Akhtamar, offering the ancient wisdom of its heartfelt message.

In January 2010 the film’s official website received 3 million page views with an average of 13,500 visitors per day. The campaign quickly went viral and featured on over 300 websites, countless blogs and 350 major print publications generating €500,000 (euros) of free publicity for the brand. Moreover, the film successfully brought the brand to huge numbers of people and re-established them as a premium category leader. Year-on-year sales in it’s home country have increased 30%, while overall sales have increased by 6%.

Euro Effies Silver for 360° Integration
M&M Awards Highly Commended International Targeting
M&M Awards Best Use of Digital

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