Description

In Uzbekistan, the level of road accidents remains alarmingly high: In 2021, there were 10,001 accidents, injuring 9,230 people and resulting in 2,426 deaths, including 263 children. This is not just statistics; these are real tragedies affecting many lives.

The cost of auto insurance in Uzbekistan is the lowest in the CIS, but current insurance premiums and coverage amounts do not cover the losses. The loss ratio for insurance companies in Tashkent has reached 146%. Insurance companies are doing everything possible to cover expenses with new revenues and policy sales.

Road safety is not only the responsibility of government agencies but of society as a whole.

In 2023, we, Gross Insurance Company, decided to abandon traditional advertising and focus on improving road safety.

We conducted a 100 km survey of Tashkent with a triathlete, identifying 117 problematic areas. We found that most pedestrian accidents occur in the evening and night. Therefore, in collaboration with the country’s largest marketplace, UZUM Market, we created reflective tote bags to make pedestrians more visible.

Popular artists Konsta and Anvar Juraev wrote the song "Yashagim kelar - Want to Live" and produced a video about accident victims living with the consequences. The video was shot using a dashcam to support the project's concept.

Our initiatives reached 20 million people, three times more than last year. We not only turned losses into profits but also implemented a project that truly changes lives for the better.

Credits

Creative Agency:
Creative Director – Farrukh Sharif
Client service director (CSD) – Alina Mirzaeva
Creative Director of the Case — Denis Eliseev
Creative copywriter – Sergey Gorobtsov
Creative copywriter – Sadokat Sultanmuratova
Art-director – Timur Aitov
Designer – Vlada Idunova
Designer – Amirxon Isaxanov
Account Manager – Valeriya Shamakova
Account Manager – Darya Gerasimova
Account Manager – Yulia Gerasimova

Client: Gross Insurance
Chairman of the Board — Otabek Nazarov
Deputy Chairman of the Board — Kamoliddin Beknazarov
PR Director — Elizaveta Ponomareva

Uzum Market:
Marketing Director — Anastasiya Kudyashova
PR manager — Mariya Skorik
Brand Manager — Timur Vaade

Main Department of Internal Affairs of Tashkent:
Press Secretary of the Head of the Main Department of Internal Affairs of Tashkent — Head of the Information Multimedia Center — Nilufar Isakhanova

Production: Lunar VS
Producer — Bogdan Frolov
Director — Ivan Proskuryakov
Cinematographer — Boris Litovchenko
Line Producer — Aselya Idayatova
Makeup Artist — Nigora Fayzieva
Costume Designer — Luiza Yunusova
Editing Director — Khojiakbar Lutfullakhojayev
On-Set Editor/Editor — Muslim Nassulloyev

Agency PR:
Branding — Anna Malkiel, Maksim Gladkiy
Communication Strategy, Strategic and Creative Support, Event Marketing — Maksim Gladkiy, Veronika Komarova