Hot uzbeks

Agency: Synthesis


Summer in Uzbekistan has always been very hot. It's the season for sales of cooling equipment. At this time, a lot of advertisements from retailers and manufacturers of equipment are shown, where residents of cities suffer from the heat.

How to stand out among a large number of ads? We are Ishonch, we showed not citizens, but residents of the regions, our audience. After all, Ishonch is a retail network in the regions of the country. What is their difference? Citizens spend most of the summer moving between cooled rooms: office, cafes and shopping centers. While residents of the regions meet the summer heat on the street: they are engaged in agriculture, go to bazaars and build houses. We have shown the truth — people who are not afraid of the summer heat – hot Uzbeks. People who need cooling equipment only in the evening to relax at home after their daily worries.

The total coverage was nine million people. Sales of cooling equipment increased by 13%.

Come to us in the summer to meet hot Uzbeks.

This professional campaign titled 'Hot uzbeks' was published in Uzbekistan in May, 2022. It was created for the brand: ISHONCH, by ad agency: Synthesis. This Film and Integrated media campaign is related to the Retail Services industry and contains 1 media asset. It was submitted about 1 year ago by Synthesis: Sharipov Farrukh of Synthesis creative lab.


Advertising Creative Agency: Synthesis Tashkent
Creative Director: Farrukh Sharipov
CSD: Alina Mirzaeva
Account Manager: Yulia Gerasimova
Art Director: Tamila Mirzaeva
Creative Copywriter: Sergey Gorobtsov
Designer: Timur Mikheev

Client: ISHONCH Appliance store
Head of Marketing and Communications: Alisher Boykuziev
Marketing Director: Urmatbek Beishenaliev
Brand Manager: Nurbek Abyldaev
Creative Director: Zamira Rakhmanova
Art Director: Doniyor Soliev
Trade Manager: Sardor Kuchkarov

Production Company: Abstract
Director: Ivan Proskuryakov
Producer: Bekzod Abduvaliev
DOP: Andrey Skripnik
1st AD: Mina Khlekhyan
Project Manager: Valeria Popova


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