Description

Yandex Search — a search engine that only began active communication in Kazakhstan at the end of 2023, still lagging behind Google in ToM. Our challenge was to shift brand perception in Kazakhstan by proving to the audience that Yandex Search understands and shares local cultural values. And raise the ToM as a result of it. 




One of the most relevant trends in Kazakhstan today is the rethinking of roots and self-identity — themes that are often reflected in monumental art. Yet these artworks are gradually deteriorating, many traditional techniques are disappearing, and the number of masters is shrinking. As a result, the art community receives support mostly from private initiatives.




To become part of the country’s cultural code, we decided to contribute to the preservation and popularization of monumental art techniques. After all, just like these art forms, search queries in Yandex Search embody society’s current interests.


This is how the project “What Makes Up Kazakhstan?” was born — a multi-genre 360 out-of-home art initiative in collaboration with local creators. In the center of Almaty, we built an open gallery where 15 artists reinterpreted popular search queries through sgraffito, bas-reliefs, mosaics, assemblages, and murals. Alongside, we hosted free lectures, concerts by local musicians, and stand-up performances.
Through this synthesis of traditional art and our technologies, we showed Kazakhstani audiences that Yandex Search truly belongs here.
31.08.24 — 21.09.24

Credits

Irina Guschina — CMO
Nikita Malykh — Senior Brand Manager Yandex Creative Studio 7.47
Alexandra Novokhatskaya — Creative Director
Inna Omelchenko — Senior Producer Agency Team
Stasya Nilova — Senior Strategist
Sasha Kolesnikov — Strategy Director
Tanya Shitova — Senior Account Manager
Katya Neudakhina — Project Director
Yana Ilyina — Project Manager
Vitaly Kanashkin — Creative Group Head
Pasha Zhukov — Creative Director
Artem Kuzmichev — Design Director
Nikolay Undesov — Art Director
Sveta Levina — Junior Art Director
Pasha Sofronov — Designer