"I want to live"/'Yashagim kelar'
Клиент
Gross
Рабочая группа
Client: GROSS
Creative agency: Synthesis Agency
Farrukh Sharipov - creative director;
Alina Mirzaeva - agency manager;
Sergey Gorobtsov - creative copywriter;
Tim Ko - designer;
Daria Gerasimova - account manager;
Liya Gerasimova - account manager.
Production: LUNAR
Producer - Bogdan Frolov
Director - Ivan Proskuryakov
1AD - Bogdan Frolov
Director of photography - Boris Litovchenko
Line producer - Aselya Idayatova
Editing on set - Muslim Nasullaev
Props - Alex Demidov
Costume designer - Luiza Yunusova
Casting manager - Anita Borisova,Aneta Argandevols
Director of editing - Hodzhiakbar Lutfullaev
SFX - Akbar Yusupov
Задача
In Uzbekistan, the level of road accidents remains alarmingly high: In 2021, there were 10,001 accidents, injuring 9,230 people and resulting in 2,426 deaths, including 263 children. This is not just statistics; these are real tragedies affecting many lives.
The cost of auto insurance in Uzbekistan is the lowest in the CIS, but current insurance premiums and coverage amounts do not cover the losses. The loss ratio for insurance companies in Tashkent has reached 146%. Insurance companies are doing everything possible to cover expenses with new revenues and policy sales.
Road safety is not only the responsibility of government agencies but of society as a whole.
In 2023, we, Gross Insurance Company, decided to abandon traditional advertising and focus on improving road safety.
We collaborated with the popular rapper Konsta, known for addressing social issues in his music, and the legendary singer and composer Anvar Juraev, who has a wide and loyal audience. Together, we recorded the song "Yashagim Kelar - I Want to Live" and produced a music video featuring real road accident survivors to vividly convey our message. The video, filmed from a dashcam perspective, supports the project’s concept and reinforces our call for safer roads.
Our initiatives reached 20 million people, three times more than last year. We not only turned losses into profits but also implemented a project that truly changes lives for the better.
Task:
Create a music video that raises awareness about traffic rules. The video should be emotionally powerful and encourage viewers to behave more responsibly on the road.
Solution:
To create a more realistic atmosphere, the entire clip was filmed on CCTV cameras and car recorders (Dash Cam).
For the video, we gathered an archive of traffic accidents in Uzbekistan and got to know the victims of various road incidents, learning their stories. The heroes are the victims of accidents. The artists in the video constantly change their roles, first they are drivers, then pedestrians, and then passengers. In this way, we show that any of us can find ourselves in any situation, and a lot depends on ourselves and how we observe safety.
Result:
As a result, the video "Yashagim kelar" became the voice of those who suffered in accidents and an appeal to everyone who values their own life and the lives of others. It made people think about the importance of every road sign and the fact that following traffic rules is not just about rules, but about life.