TBWA\MOSCOW creative agency jointly with "Ararat" brand team launched "ArArAt. Moments Revealing Feelings " ad campaign.

The campaign will cover markets of Russia, Ukraine and other CIS countries.

"Life is measured not with the number of inspirations and expirations but number of moments when you hold your breath", this conception underlies the creative conception.

"It was rather a tough thing to choose especially those moments which were important and close to the audience of each brand in ArArAt line: those who prefer 5-year-old ArArAt, who are fans of 10-year-old ArArAt "Akhtamar" and real experts of 20-year-old "ArArAt" Nairi. However, we managed to pick up a series of memories which are dear to many people", the creators noted.

The photo shot was realized by Michael James O'Brien who took photos for Rolling Stone, Financial Times, The New York Times.

The video was shot by Malaysian director Henry Ooi.