Awards International — 2025 /
MARKETING /
Best collaboration: Brand&Art
Agency
Yandex Creative Studio 7.47
Client
Yandex
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
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