Description

Books are undoubtedly an important part of life, and we advocate for as many people as possible to read more often.

We conducted a study and found that more than half of Kazakhstanis read only at home. In parks, cafés, or public transport, only 2% of people open a book, whether physical or digital. It seems we’ve forgotten to spot reading opportunities in the places we visit every day.

For Book Day in Kazakhstan, we decided to remind Almaty residents that books belong everywhere, even in the most unexpected locations. To do this, we installed unconventional installations across the city, perfectly suited for reading.

Ordinary objects — from park benches to building facades — were transformed into 3D bookshelves. We filled them works by Kazakhstani and international authors, creating the illusion that someone had just left them there for a chance reader. No slogans — just volumes subtly hinting: these spots are ideal for reading; all you need to do is open the first page.

For example, we turned the entrance of the popular English language school English Zone into a giant shelf with recognizable covers. It became both a photo-worthy attraction and a reminder that books absolutely belong here.

At another location — Kok Tobe Park — we chose a childhood-familiar landmark: the Ferris wheel. We decorated the cabin walls with 3D book spines, as if previous riders had left behind an entire library. Visitors photographed not just city views but the bookshelves, with some immediately searching for these titles in the Yandex Books app.

In just two days, these unusual "reading zones" didn’t just attract attention, they sparked organic buzz in public forums and media:

— Total media reach exceeded 1.1 million, with 518+ organic reposts.

— Coverage in major local outlets (ZTB, Typical Almaty, Almaty News, Inform kz, ZanMedia, etc.) and mentions by local influencers.

But our greatest achievement was reminding Almaty that reading isn’t just a household routine, it’s an adventure you can begin anytime and anywhere.

Credits

Creative Director — Konstantin Kovalenko
Art Director — Alexander Pevchev
Producer — Ulyana Zyabkina
PR Project Lead, Kazakhstan — Zaira Egorova
PR Service Lead, Central Asia — Alexandra Smirnova
Yandex Books Showcase Editor, Central Asia — Marina Sharipova
Production — MTM team