FCB ARTGROUP TASHKENT
Client - Coca-Cola Uzbekistan
Creative Director - Shakhrukh Nizamutdinov
Digital and Account Director - Saima Djakhangirova
Art Director - Abbos Sharifzoda
Project manager - Vladislav Tsoy
Graphic Designer - Shakhzodbek Turobov
Motion Designer - Shakhzod Yavkachov
Junior copywriter - Kamila Talipova
Uzbek language copywriter - Kamola Achilova
Musical producers and project partners - õzen
Video production - Abstract Visuals
In Uzbekistan, music industry got stuck in 2000’s, and young musicians are almost ignored. In order to get noticed, a youngster needs good connections and sponsors. Censorship on the Internet, blocking TikTok, criticizing male short socks, bright and showy appearance banned - these are a part of our media reality.
Creative & modern talents can rarely realize themselves. They are nonformat for Uzbek media and TV. And even if you create the “right” music, you need to have “your people” to raise and break through. That’s why, young talents strive to find opportunities abroad.
But, Coca-Cola believes that music has no boundaries, formats and censorship!
"Sing to the rhythm of summer!" is a contest where every creative youngster has a chance to express themselves through self-made music and lyrics, which hasn’t been subjected to any changes or censorship. Everyone who wanted to participate was to send their own song to a telegram bot or website. And the Kazakh production studio OZEN was nominated as jury for the complete objectivity of the selection of new talents.
The stars of the album became famous throughout Central Asia. They began to receive sponsorship offers, they met with celebrities and bloggers, and became a part of the music community.
And the main result for us is that our "non-formats" were invited by the №1 Uzbek TV channel’s popular musical TV-show – Cover Up. And now they are being recognized throughout the country.
Case-video in Russian: https://youtu.be/MAeWwfQqwK4
Case-video in English: https://youtu.be/GbWUCHAg6mw
The 1st video-clip: https://www.youtube.com/watch?v=n6kOZhzC_UU