Description

How do you become “one of your own” when you’re taken for an outsider? Yandex Search has started speaking a language deeply trusted in Kazakhstan — the language of monumental art. Sgraffito, bas-reliefs, mosaics, and murals often reflect a key trend in Kazakhstan: the search for roots and self-identity. We set out to help preserve and popularize disappearing techniques of monumental art — because, much like them, search queries in Yandex Search mirror society’s current interests. This gave rise to the project “What Makes Up Kazakhstan?” — a multi-genre 360 out-of-home art initiative created in collaboration with local artists. In the heart of Almaty, we built an open gallery where 15 artists reinterpreted popular search queries using various monumental art forms (from murals to mosaics). Alongside, we hosted free lectures, concerts by local musicians, and stand-up shows. Through this synthesis of traditional art and our technologies, we showed Kazakhstani audiences: 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