Description

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 forget Aygen bags and the paperclip from the computer.

This unique nostalgia inspired the creators of a conceptual clothing and accessories brand called Light Retro.

We decided not to try attracting an audience through expensive ad campaigns, strategies, or agency expertise. We saw value not in specialists but in people — each person has a valuable memory that perfectly matches our idea. Considering that all of our followers were our friends, they became our audience.

Who are these people? They are stylish, modern, bold Uzbeks who became the influencers of the Light Retro brand by participating in video therapy of honest interviews and sharing real life stories. Their memories and emotions became the scripts for our advertising scenario. Their voices became the voice of the brand, and their friends and loved ones turned into customers.

But the most importantly, it all cost: 0$. As a result, this series of memories led to the following outcomes:

- Overall reach: 536,977 people
- 387,542 views
- 13,540 likes
- and countless comments, shares, and saves

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