Giovanni Morra: The Occupied Passport

Giovanni Morra, specializing in conceptual accessories, including passport covers, stands for freedom of expression. As mentioned above, one of the most urgent topics for Georgians, is the Russian occupation. Giovanni Morra saw one of its products – a passport cover – as a powerful and the most relevant carrier for Georgians to spread the message across the borders. The idea became even more relevant, as the recent visa liberalization to EU countries significantly increased the number of Georgian travelers. We turned every Georgian traveler into a messenger, spreading the word about the occupation across the globe. As a passport represents the country of its origin, Giovanni Morra “cut off” 20% of its surface with the barb-wire and marked the area with red (occupation color), visually demonstrating the ratio of the occupied area, and put the key message: “20% of my country is occupied by Russia!” on it. As the visual concept was brutally simple and the topic - extremely relevant, it instantly inspired other companies to produce 20% occupied products (travel bags, T-shirts, etc.). Giovanni Morra collaborated with many other Georgian brands, who joined the cause and gave out the rights on visual for free. With that, the visual associated with the company went far beyond one product. The design was easily adaptable for digital content as well: designers created various images based on our concept; 20% occupied Facebook frames became viral – thousands of Georgian Facebook users spread the occupation information through their profile pictures.