Description

Problem
Tashkent is famous for its amazing cultural heritage and unique architecture with one-of-a-kind world-known buildings with mosaics. Unfortunately, big and global brands legally covered most of the mosaics with their advertising

Solution
Payme a national payment system from Uzbekistan, dedicated to helping ordinary people in solving their everyday problems, simply rented out advertising spots all over the city and removed the ads that were covering mosaics giving back unique cultural heritage to the people.

Results
Mosaicvertising went viral as community and various influencers raised their voice. Project was the supported by the city Mayor’s Office and Uzbekistan Art and Culture Development Foundation — together, we legally recognized 157+ mosaics as part of Uzbekistan's Tangible Cultural Heritage and made mosaics popular by creating an AR tool that brings them to life and launching a platform to share their history. Today, all advertisements are being removed from them.

Media impressions: 9,930,000 views
Media reach: 3,879,000 people
Earned media: $ 397,000
Budget spent: $ 2,200

Credits

Lokals Central Asia:
Client service director - Nargiz Kamalova
Creative Director - Shaha Saliyev
Strategist - Farkhod Norbayev, Alua Imangazieva, Yevgeniya Karpovich
Junior strategist - Nematjon Mansurov
Project manager - Tatyana Sitnikova, Elina Solomina
Senior Copywriter - Said Nazrillayev
Art Director - Doniyor Mamanov, Dmitriy Semenov, Victoriya Sharafutdinova, Farukh Gaziev, Stanislav Babic
3D artist - Andrey Kornienko, Andrey Sminshikov


Consultant strategist - Farkhod Kuchkarov


payme:
TBC Bank CEO - Nikoloz Kurdiani
Marketing director - Nodira Shermatova
Senior marketing specialist - Sohib Gulyamov, Artem Lee
Intern - Saidolimkhon Saidazizov
Senior marketing specialist - Sardor Muminov

Tashkent Mayoral Office:
Partner - Alexey Khen
Partner - Utkir Shermanov
DevOps - Shokhrukh Komolov
UI/UX Designer - Mavlonbek Pulatov
Web Designer - Asliddin Bozorov
Junior Web Designer - Kamoljon Urinov
3D Artist - Javokhir Nazarov
Junior 3D Artist - Otajon Abdukhakimov
Front-End Dev - Oybek Jurabekov
Back-End Dev - Jakhongir Alimov
Mobile Developer, Team Lead - Azizbek Vakhidov
Back-End Dev - Akhror Ziyodinov
Data Analyst - Bobur Jalolkhonov
Graphic Designer, illustrator - Rustam Babajanov
System Administrator - Azizjon Mukhammadjonov
Project Office Director - Alikhan Akhmadjonov
Partner - Laziz Toshkulov

Consultant - Fotima Abdurakhmanova


Uzbekistan Culture and Art Development Foundation:
Partner - Gayane Umerova

Shoom Production:
General Producer - Alexandra Demchenko
Creative Producer - Ilkham Kerimov
Line Producer - Nigina Mamatkulova
Video Operator Director - Kirill Golovanov
Drone Operator - Kamaliddin Ilesov
Assistant Drone Operator - Samandar Abdurakhmonov
Location Manager - Timur Sagigov
Assistant Location Manager - Bekzod Zulfikarov
Set Designer - Muyassar Mubinova
Set Assistant - Timur Vins
Casting Manager - Davlat Norbutaev
Motion Designer - Alexander Akimov
Editing Director - Vahob Norbutaev
Photographer - Kirill Tsybenko
Sound Engineer - Grigory Tolstolugov

373LOUD:
Music Producer - Akmal Rashidov
Music Producer, Mixing and Mastering - Rustambek Usmonov, Arenyan Vaagn