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
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