Description

Challenges:
Many parents face a common issue: they are unable to save enough for their child’s education and often end up relying on loans. At the same time, the Bilim Life product lacked broad awareness, and its benefits were difficult to communicate without an emotional framework. Our task was to shift the perception — to show that true preparation for the future begins with a conscious decision made well in advance.

Solutions:
We developed and produced the film “Happy Moments”, built around a universal and deeply emotional narrative — a child’s journey seen through the eyes of a parent. Each scene reflects care, love, and the invisible decisions that shape a brighter future. Through visual storytelling, we positioned Bilim Life not just as a financial product, but as an act of long-term care, responsibility, and love.

Results:
The campaign significantly increased product recognition and strengthened the emotional association with the Halyk Life brand. It generated strong engagement, boosted interest in the product, and clearly conveyed its purpose in a relatable and human way. Rather than just presenting a financial service, we created a meaningful story that connected with the audience on a personal level.

Credits

Leadership team of Duende agency:
Alina Artyukhina – CEO of Duende
Kristina Mayer – Art Director
Djana Sultanova – Creative Director
Mariya Vedeneyeva – Head of Marketing
Gulmira Zhivolupova – Account Manager

Production Crew of Duende agency:
Zhalgas Smail – Director & Cinematographer
Nikita Guzov - Gaffer
Nikolay Eroshenko - Sound engineer
Kristina Mayer – Screenwriter 1.
Djana Sultanova – Screenwriter 2.