See Beyond
Клиент
AVO bank
Рабочая группа
Khikmatilla Ubaydullaev – Head of AIM laboratory / author of the project idea, We Digital Agency
Artem Popov – CEO, AVO bank
Maxim Chan – CMO, AVO bank
Timofei Bazanov – Content director, AVO bank
Barno Israilova – SMM manager, AVO bank
Denis Roman – CEO, We Digital Agency
Valeria Lee – Executive Director, We Digital Agency
Aleksandra Selivanova – Creative Lead, We Digital Agency
Victoria Erofeeva – Copywriter, We Digital Agency
Elbek Nurmukhamedov – Art Director, We Digital Agency
Timur Tugaev – Designer, We Digital Agency
Sevara Atarbaeva – Project Manager, We Digital Agency
Malika Baratova – Strategist, We Digital Agency
Ivan Gorshkov – Motion Designer / case editing, We Digital Agency
Ziyoda Egamberdieva – Influence marketing & media manager, We Digital Agency
Anastasia Pak – Influence marketing & media director, We Digital Agency
Sherbek Ergashov – Translator, edtitor, We Digital Agency
Mikhail Dubrovskiy – Client Service Director, We Digital Agency
Elmas Kazakova – Account manager, We Digital Agency
Nargiz Khamidova – Senior account manager, We Digital Agency
Denis Eliseev – Creative director of the case, Independent
Aziza Muminova – Case team / strategist, Independent
Alisher Sadullaev – Director, Agency for Youth Affairs of the Republic of Uzbekistan
Dilnozaxon Kattaxonova – Deputy Director, Agency for Youth Affairs of the Republic of Uzbekistan
Mahliyo Shukurova – Main specialist of Agency, Agency for Youth Affairs of the Republic of Uzbekistan
Baxrom Alimov – Founder, Mehrli qo'llar foundation
Akbarova Shirinabonu Otabek qizi – Founder, Sharm Studio
Matirzaeva Aziza Azamat qizi – Painter / artist, Sharm Studio
Huriddinova Nozima Sherali qizi – Painter / artist, Sharm Studio
Obloyorova Ismigul Rovshan qizi – Painter / artist, Sharm Studio
Ulmasova Raykhona Alisher qizi – Painter / artist, Sharm Studio
Adxamova Madinabonu Bahtiyor qizi – Painter / artist, Sharm Studio
Ubaydullaeva Masudahon Hikmatilla qizi – Painter / artist, Sharm Studio
Oybek Isakov – Chairperson, Association of Disabled People of Uzbekistan
Abdullo Abdukhalilov – Deputy chairperson, Association of Disabled People of Uzbekistan
Shukhrat Khabibullaev – Video production, Independant
Vladimir Shevchenko – Video production, Independant
Finat Razyapov – Photo production, Independant
Anna Song – Backstage production, Independant
Задача
In Uzbekistan, there are more than 83,000 people with visual impairments. Only 17% of people under the age of 25 receive an education and have the opportunity to realize their potential. This is largely due to societal stereotypes. Children are often kept at home, depriving them of the chance to learn and develop. People believe that a person with a disability cannot achieve anything, and therefore, it is not worth investing in them.
AVO Bank, whose mission is to unlock greater possibilities, helped to prove that everyone has the potential to realize their ideas. We asked blind and visually impaired children to share their thoughts, dreams, and impressions with us. With the help of artificial intelligence, we transformed their ideas into prompts and generated paintings, which were showcased at an exhibition-auction. Thanks to the support of influencers and bloggers on social media, we were able to attract over 3,000 local and foreign visitors to the exhibition, as well as fundraise on the project’s website: https://orzuproject.uz/en/
Thousands of people supported the project both in Uzbekistan and abroad. The exhibition was covered by BBC, TRT, central TV channels, popular publications, and bloggers from Uzbekistan, Kazakhstan, Russia, and Turkey. All 20 paintings were sold, and the proceeds were used to finance surgeries for the children. However, the most important result was changing public attitudes and demonstrating that everyone can bring ideas to life and fulfill their potential.
Results:
20,000,000+ media reach
$1,500,000 earned media
143 media mentions
10x increase in traffic to the AVO bank website
AVO bank’s main product is credit cards, which are often treated with distrust and suspicion in Uzbekistan due to religious beliefs forbidding riba (borrowing charges). This project helped strengthen the AVO brand, its reputation and customer loyalty.
