TBC Bank Uzbekistan
Idea: Iskander Khaitbaev & Doniyor Abbasov
Director: Doniyor Abbasov
Producer: Iskander Khaitbaev
DoP: Diyor Adashev
Аrt Direction: Kamilla Akhmedova
Set Design: Bekzod Hudoyberdiev
1AD: Camila Khalilova
Line Producer: Marjona Karimova
Music: Adham Abduraimov
Location: Muzaffar Yusupov
Cast: Laziza Nadjmitdinova
Steadicam: Farhod Azamov
Drone: Nodir Khan
Gaffer: Ulugbek Yoldoshbekov
Focus: Otabek Yoldoshbekov
Muah: Elmira Kambek
Stylist: Irina Nadtoka
Costumes: Alex Deemidov
Edit: Anton Egorov
Color: Anton Zimmerman
Sound: Donier Abdullakhanov
Admins: Abdumalik Ochilov, Munisa Karimova
Copy: Iskander Khaitbaev
Special Thanks: Alexey Klestov
Case Creative Director: Denis Eliseev
For a century, Uzbekistan was under various dictatorships, suppressing individual expression. People were pressured to hide any unique traits or preferences, such as foreign cultural interests, disabilities, or unconventional appearances. This culture of hiding created fear and conformity.
TBC Bank Uzbekistan aligned with its mission to simplify complex challenges and partnered with the Tashkent Advertising Festival to tackle this issue. They launched a campaign to change how Uzbek society views self-expression, bringing hidden diversities to light.
The campaign celebrated individuality by highlighting personal identities that were previously hidden. By showing these diverse traits positively, it aimed to foster understanding and acceptance. The campaign encouraged people to proudly display their unique qualities, challenging the norm of conformity.
The campaign quickly gained traction and resonated deeply within the community, evidenced by extensive engagement across social media platforms, including support from influencers and bloggers who helped amplify the message. With over a million views and forty thousand likes on social media, the campaign significantly shifted public perception. It reinforced the belief that Uzbekistan's people no longer need to hide their individuality, but can instead celebrate it openly in a society that is learning to embrace diversity and acceptance.