Description

Spiking is a new type of crime in Kazakhstan that is rarely talked about. Victims often stay silent, and their stories are drowned out by the constant flood of entertainment content. The problem remains in the shadows. But what if this crime were talked about as loudly as the release of a blockbuster movie?

Speye, a social project addressing the issue of spiking, announced the premiere of a film “SPIKING”. A famous director, a star-studded cast, a major production studio. Posters and trailers created the feeling of a real movie premiere at one of the country’s biggest cinema chains.

Media representatives, including major TV channels, were invited to the screening. Instead of a feature film, the audience saw a short but cinematic commercial – a powerful and metaphoric portrayal of the crime. After the premiere, an open dialogue on spiking took place.

In one month, the campaign reached 2.3 million people through online and offline channels. The video was viewed over 500,000 times and generated 350,000 reactions. Coverage included nine media outlets and a national TV. But most importantly, the word “spiking” once unknown, became the #1 search term on Google and Yandex in Kazakhstan.

Release date: 19.03.2025
Media channels: TV, digital news outlet, social media (Instagram)

Credits

Agency
Executive director: Belyashina Yekaterina
Client service director: Kalashnikova Mariya
Group account director: Nurlybekova Darya
Senior account manager: Pershina Anzhelika
Senior account manager: Zakirova Kamilya
Account manager: Vaissova Aigerim
BTL department director: Pavlikov Yuriy
BTL Manager: Zhurenko Dmitriy
BTL Manager: Khassen Sultan
Creative director: Uxikbayev Azatkhan
Creative group head: Madiyarova Madina
Strategic planner: Orazaev Askhat
Art director: Zhuravleva Darya
Art director: Kozzhanov Sanzhar
Junior art director: Smagulova Zhanel
Senior designer: Zharylkhasyn Ulpan
Senior designer: Mataev Zhakyp
Senior designer: Yekaterina Zakieva
Designer: Sembaeva Asylgul
Designer: Otynshiyev Maksat
Sound designer: Tkalich Nikita

Production
Producer: Yevgeniya Moreva
Line producer: Mark Kotokonov
Director: Adilet Abish
DoP: Bagdat Arginov

Partner
CMO: Dmitry Kirienko