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