PSP has once again taken home the Grand Prix at the 10th anniversary edition of the international advertising festival Ad Black Sea 2026, held in Batumi from September 10–12. In addition to the Grand Prix, PSP was awarded two Golds, one Silver, and one Bronze, further strengthening its position as one of Georgia’s most internationally recognized brands.

This year, PSP presented three entries - the long-term strategic campaign “Prescription: The Truth” and two communication campaigns, “Infected with Freedom” and “Meshezlonge Knows Best” - all created in collaboration with creative agency Playmakers.

The strategic campaign “Prescription: The Truth” was the standout winner, receiving the festival’s Grand Prix along with two Gold awards. “Infected with Freedom” was awarded Silver, while “Meshezlonge Knows Best” received Bronze.

The Grand Prix-winning “Prescription: The Truth” campaign goes far beyond the conventional idea of brand honesty, highlighting the courage to speak openly about some of society’s most fundamental and sensitive issues. PSP takes a bold stand on gender-selective abortion, gender inequality, and the widespread misconception surrounding the idea of a “healthy tan.”

The achievement also reinforces the brand’s broader creative philosophy: sometimes, the most powerful thing a pharmacy can prescribe is the truth. This bold approach to communication has helped establish PSP as the most internationally awarded Georgian brand, consistently proving that meaningful ideas can create impact far beyond the category.

Ad Black Sea is one of the leading international advertising festivals in the region, bringing together creative industries, agencies, brands, and leading professionals from around the world. The festival’s 10th anniversary edition featured an especially rich and engaging programme, with an impressive lineup of internationally recognized creative leaders and industry professionals.

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