Description

Problem:
Hospitable, kind and sympathetic people live in Uzbekistan. Therefore, in our country, instead of a direct «No», we say: «xo'p», «mayli», «bo'pti» — words that give approval, but not always this approval will be fulfilled.

Sometimes such «approval» leads to the fact that Uzbeks are not free to live their best life and agree with the opinions and decisions of other people. To agree because it is the choice of parents. To agree because it is an illogical decision of your boss. To agree because it's your friend's request.

Decision:
Launching a new positioning «Ishonch — live better today», we decided to tell the audience that you can choose yourself. To say «no» to something that does not suit them. Do not wait for a better life to come, but start it today. Through a series of stories, we showed life situations where TRUZBEK representatives say no and choose themselves and their interests.

Credits

Ishonch:
Urmatbek Beishenaliev - Marketing Director
Zamira Rakhmanova - Creative Director
Nurbek Abyldaev - Brand manager
Donierbek Soliev - Art Director
Alisher Boykuziev - Marketing Communications Manager
Sardor Kuchkarov - Trade Manager

Synthesis:
Farrukh Sharipov – Creative Director
Alina Mirzayeva – Director of Customer Service
Sergey Gorobtsov – copywriter
Liya Gerasimova – account manager

Denis Eliseev – Independent Creative Director

Depot WPF:
Farhad Kuchkarov – Director of Strategy
Anna Rozhnova – Customer Relations Director
Raushan Sultanov – Creative Director
Maria Lutsenko – Senior Strategist
Ekaterina Nosenko – Project Manager

Abstract:
Oleksii Sobolev — Director
Mikhail Hursevich — DOP
Bekzod Abduvaliev — Producer
Mina Hlechyan — 1st AD
Ilya Vdovenko — Lens assistant
Valeriya Popova — Poject manager
Kamila Mavlyudova — Set administrator
Aydos Kenzeev — Set assistant administrator
Muzaffar Yusupov, Fayoz Buzrukhodjaev — Location manager
Angelina Abduvalieva — Casting meneger
Helga Geller — Set Desinger
Temur Hasanhodjaev — Props master
Mia Mubinova — Costume Desinger
Zilola Kohorova — Makeup Artist
Amir Shabanov — Service manager
Denis Saenko, Karina Tadjieva — Service assistant
Arsen Oganessov — Sound director
Akbar Yusupov, Artur Tutolmin, Abdurashid Obidov — Sound recorder
Citrus Team — Sound production
Vahob Norbutaev, Hodjiakbar Lutfullahodjaev — Video editing
Erlan Tanaev — Colorgrading
Aselya Idayatova, Kamal Yusupov — Backstage
Bayram Film, SHB STUDIO — Tech rental

DBLA:
Anastasia Lee – producer
Alisher Seitniyazov – Creative producer, director