Description

PROBLEM: The clips of exaggeratedly patriotic videos are running on different platforms in Kazakhstan – TV screen, smartphone, desktop PC. No one believes in such patriotism. Words and actions in the videos seem to be feigned, pathetic and staged. Videos are created to motivate people to love their home country, but it arises the opposite feelings.

DECISION: People trust people and their personal stories. We found 20 characters that represent different ethnicities from 10 regions of Kazakhstan. They show their attitude to the country by their actions here and now. They are venturing in unusual spheres and try to revive long-forgotten ones. And now they are the heroes of a series of documentaries about Kazakhstani dreamers Armandastar.

Armandastar Case Reel – https://youtu.be/uUHZ9XJQyYY

The story of Lyudmila is a story of a grown woman who conducts an active way of life that is unusual for Kazakhstani. She is the most known and devoted FC Astana fan. She knows all the cheers by heart and never regrets about screaming them aloud. The soccer players call her grandma for being always supportive and kind.

Results

Social media engagement (October - December 2018): 1.8M views, 14 102 likes, 2 003 reposts, 1 278 comments.

Videos received inter-program airtime on national TV channels (October 2018 - February 2019): «Khabar 24» (504 broadcasts), «Qazaqstan» (252 broadcasts), «Qazsport» (184 broadcasts).

Airtime on foreign TV channels instead of foreign commercials: «KHL», «Shanson», «TNV Planeta», «Box TV», «Muz TV», «Deutsche Welle», «Zee TV»; Cinema, Match Premier; ATV INFO.

The public has started to discuss our characters, offer support or ask for help, some tried to contact those who inspired them. Our dreamers have become candidates for a similar national project – 100 New Faces of Kazakhstan. And their stories moved to the specifically developed website – http://armandastar.kz/.

Credits

Creative crew:
Xeniya Pridatchenko – scriptwriter
Nurdolla Balmanov – director
Zhanibek Mashrapov – cameraman
Yerlan Jussupov – assistant cameraman
Azamat Akhmetzhan – project manager
Zeynesh Abzhanova – designer
Abay Umurzakov – motion designer