Anorbank
Director: Doniyor Abbasov
Producer: Iskander Khaitbaev
DoP: Diyor Adashev
Production Designer: Bahriddin Shamsutdinov
1AD: Nilufar Anarkulova
Line Producer: Abdumalik Ochilov
Locations: Muzaffar Yusupov
Cast: Tamilla Mamatkazina
Ronin: Ilya Vdovenko
Gaffer: Ulugbek Yoldoshbekov
Focus Puller: Otabek Yoldoshbekov
Muah: Elmira Kambek
Style: Irina Nadtoka
Costumes: Xenia Yurina
Edit & VFX: Aleksey Klestov
Color: Anton Zimmerman
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Animation Director: Umid Ismoilov
Animation Producer: Mohina Olimbekova
Аnimation: Rita Redhide
Animation Assistant: Muhammad Safarov
Illustrations: Polina Shumkova
In Uzbekistan, especially in rural areas, the income of most people remains low. Access to bank loans is limited as many citizens lack a credit history, and much of their income is unofficial. This makes it difficult for banks to properly evaluate loan applications. As a result, when faced with unexpected expenses, people often have no choice but to live with their problems, making these issues feel insurmountable and like there's no help available.
Anorbank tackled this issue by developing a unique online scoring system for loan applications, which evaluates both official and unofficial income streams. This innovation enabled Anorbank to make better-informed decisions and offer loans to millions of people in Uzbekistan who previously had no quick financial options in emergencies. Anorbank promises to process applications in under 5 minutes, allowing clients to receive up to 100 million soums (approximately $8,000) swiftly.
To convey their understanding of financial emergencies, Anorbank created commercials depicting common financial crises in Uzbekistan. The campaign used Japanese anime-style animation to add humor, action, and suspense to these everyday problems, making them appear both dramatic and endearing. The core message was clear: for those who feel alone in their financial struggles, Anorbank is there to provide quick and reliable support.
The campaign was widely acclaimed across Uzbekistan for its innovative approach to banking communication. In just three months, Anorbank received over 100,000 new loan applications, helping tens of thousands solve their financial problems quickly with loans processed in just 5 minutes. The campaign's success highlighted Anorbank's commitment to understanding and addressing the real needs of its customers.