SAVR x KONSTA
Клиент
SAVR
Рабочая группа
Creative Director / Clip Director — Shaha Saliyev
Art-Director — Stanislav Babich
Account Manager — Tatyana Sitnikova
3D & Motion Designer — Andrey Kornienko
Copywriter — Said Nazrillayev
Strategist — Farkhod Norboev
Production — Shoom Production
Musician — KONSTA
Задача
Situation
SAVR are salty meat snacks, which aren't just a new brand for Uzbeks, but a new snack category in a country, which decided to be associated with high-quality Uzbek-language content. Therefore, we decided to support and promote cool, original Uzbek content.
Solution
We collaborated with the popular rapper highlighting social issues, KONSTA, and produced the track "Fed Up”, addressing the downsides of bland Uzbek content, and it topped the Uzbek charts. We then shot a music video based on the song, which went viral.
Results
The campaign is in full swing, final results are still shaping up, but we're confident that SAVR will continue supporting quality Uzbek-language content. You can check out the current stats of our music video by visiting the channel of KONSTA.
Translation of the song:
I’m fed up, fed up, fed up with every other show on that TV, with every other freak, every other guy is a clown. In each clip they got drama and slow-motion. 0% talent and taste only big promotion.
Wanna drop out this TV, wanna tender and beat it. Fake images, like stock images, you wasted your time, great! Series is almost meaningless, actors play like they are trees, but people watch it so seriously, freezed like they’re paralyzed.
Scenarios were repeated thousand times, but every new try is lower in quality, whether girl’s dad will be rich, or guy will be hit by a white Spark. No taste at all. Don’t be sad, but in terms of art you are absolutely nothing, never have feelings in heart and emotions on face.
You say “People will take it” and produce garbage, cheap art with cheap prices, 0 personal ideas, only flattery, no charisma, you are just wooden dolls. They wanna make money whatever it takes, never ask themselves — how my art helps my nation?
I’m fed up, fed up, fed up with every other show on that TV, with every other freak, every other guy is a clown. In each clip they got drama and slow-motion. 0% talent and taste only big promotion.
How does your art affect people? Oh it’s better with Johnny Comet, even white noise fills youngsters minds, pretending to be who you are not for real. Come on, answer my question, what leaves behind if your music stops playing? What you wrote will never happen in real life, this man doesn’t even understand what he wrote!
People are fed up with Uzbek music, you step up to show business only for money, come on, release tracks, earn dollars, but the nation is full with your music. Censorship makes all of them die, their tracks are full of fake love and sufferings. Their hearts are empty, but their hands are full of money, enough, just disappear, I’m fed up!
Show us what kind of person you are, show what is your purpose of doing art? Sorry if my words hurt you, we don’t need the same garbage again and another 100 episodes.
I’m fed up, fed up, fed up with every other show on that TV, with every other freak, every other guy is a clown. In each clip they got drama and slow-motion. 0% talent and taste only big promotion.
