Awards Central Asia — 2025 /
CAMPAIGNS /
Low budget campaign
Agency
Mubinov x Light Retro
Client
New Retro
Description
The 1990s in the CIS were a time of romance, old high-rise buildings, and wall-to-wall carpets that you could stare at forever. The unique nostalgia of this era inspired the creators of a conceptual clothing and accessories brand called Light Retro. The entire success of this small business depended entirely on whether they could use communication to immerse people in that bright past loved by millions.
But how could a small, soulful brand with no budget, where the entire team consisted of a loving couple with two small children, do this?
We decided not to try to attract an audience through expensive advertising campaigns and agency expertise. We saw value not in specialists, but in people — every person has a valuable memory that automatically matches our idea. This became our decision: Develop a series of honest videos and an artistic manifesto that reveals the brand's idea Invite friends to participate who, through their memories of the past, will create communication for the brand platform Create a video without turning to large agencies, but with the same friends of the brand — creative people and professionals from different fields.
Results
In the end, it all cost: - 0 Uzbek sums. - $0 for actors, - $0 for locations - $0 for the script and treatment - $0 for props - and even $0 for music (it was also written by friends)
People caught the wave of memories in the comments, began sharing their stories, and fell head over heels in love with the brand. Thus, the series of people's memories led to the following results:
- Total reach: 536,977 people. - 387,542 views - 13,540 likes - 1,163 reposts as well as numerous comments and saves
Most importantly, 70% of all drops sold out within two to ten days.
Credits
Owner / Creator: Alisher Mamadaliev Owner / Creator: Rushana Mamadalieva Director / Creator: Damir Mubinov
Friends: Bekzod Abduvaliev Farid Davronov Lolita Turalieva Miya Mubinova Angelina Abduvalieva Kamila Mevlyudova Asel' Idayatova Ivan Proskuryakov Dima Serafim Bun'ed Karimij Kamila Uzakova Mirshakar Fajzulloev Lola Sayfi Polina Petrova Kolya Ten Munirahon Abdullaeva Sharif Konsta Olya Kimoto Oskar Dzhalilov Alex Deemidov Jamshidxon Ziyohonov Ruslan Mardanov Ramil' Rem Garra Akmal' Muhitdinov Dmitriy Ilyin Atabek Kuttiboev Rishat Askarov Ilnur Berdaliev Bekzod Zulfikarov Feruz Isabaev Arslan Mamutov Akbar Yusupov Said Nazrillaev Stanislav Babich Mirzoulugbek Begibaev Задача
The 90s era in Central Asia was a time of nostalgia, characterized by old apartment buildings, carpets on the walls that you could gaze at forever, 8-bit consoles, and cartoons on bulky TVs... and let’s not
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