Description

Situation:

Summer in Uzbekistan is crazy, the temperature on a hot day sometimes reaches even 50 degrees. Everything is melting, even cars.
Idea:
To show the advantages of using air conditioners in the summer, we used local insight: Uzbek people use sound «ehhh» to express negative emotions and use the sound «ahhh» to express positive ones.
Like when they feel the joy of finally being home under the air conditioner after the summer heat. That's why we decided to compare these two sounds in real-life situations, that people face outside and at home in the summertime period.

Results:
As a result of integrated campaign sales of air conditioners increased by 480% in comparison to last summer season.

Credits

Creative Director: Farkhod Norbaev
Art Director: Vitaliy Khalzunov
Copywriter: Samara Akhmad
Graphic Designer: Viktoria Sharafutdinova
Graphic Designer: Shakhzod Saliev
Client Service Director: Nargiz Kamalova
Strategic Planner: Lobar Alieva
Production Company: Abstract Visuals