Description

Problem:
In Kyrgyzstan, there are families living in poverty, facing illness, and losing hope. Society often remains indifferent, and acts of kindness become rare.

Task:
As a socially responsible brand, the bank aimed to remind people that true happiness is not measured by money, but by care and mutual support. The goal was to create an emotional story that would evoke empathy and inspire acts of kindness.

Solution:
We created the short film “Wings”, telling the story of an elderly man who lost his wife and the meaning of life, and a young girl from a poor family caring for her sick mother. They are united by loneliness and pain.
The symbol of the film is a drawing of a bird with one wing — a metaphor that no one can “fly” without support.

The visual language of the film is warm and dramatic, with atmosphere conveyed through details: old belongings, an empty bed, and an unpaid utility bill.

Credits

Client:
Kyrgyz Investment and Credit Bank (KICB)

Bank’s Role:
KICB acted not only as the client but also as the initiator of the project. The bank supported the film from idea to execution, emphasizing its mission as a socially responsible financial institution.

KICB Team:

Zhyldyz Sarbagysheva — Head of Marketing Department, Project Lead
Nurbolot Monoldorov — Marketing Specialist, KICB
Elena Tairova — Member of the Management Board, KICB

Production:
Bloogersmedia — production commissioned by KICB
Marat Badretdinov — Director, Head of Production Team
Azhara Kubatbekova — Casting Director

Cast:
Zhorobek Aralbekov
Azaliya