Description
Uzbekistan’s First National People-made Football Chant
For the first time in history, Uzbekistan qualified for the FIFA World Cup. But with the tournament taking place thousands of kilometers away in North America, most fans couldn’t afford to be there. So Coca-Cola asked: If the fans couldn’t travel to the World Cup, how could their support still reach the team?
We gave Uzbekistan something it had never had before: its own national football chant — created not for the fans, but with them. “Olg‘a, Olg‘a, O‘zbekiston!” — “Forward, forward, Uzbekistan!” became a phrase anyone could sing.
We traveled 3,480 km across 9 cities, recording people’s voices and launching a Telegram bot so anyone could contribute. More than 15,000 people joined, turning thousands of voices into one collective chant. It debuted at the team’s official send-off and traveled to America with the players, becoming the emotional heart of Coca-Cola’s football campaign.
This professional campaign titled 'The Nation that Traveled as Sound' was published in Uzbekistan in May, 2026. It was created for the brand: Coca-Cola, by ad agency: Ogilvy Kazakhstan. This Digital, Experiential, and Integrated media campaign is related to the Drinks (Non Alcoholic) industry and contains 1 media asset. It was submitted about 2 hours ago by Creative Agency: Ogilvy Kazakhstan of Mega Media in affiliation with Ogilvy.
Credits
Ogilvy Kazakhstan
Ekaterina Belyashina — Managing Director
Yulia Tushina — Excellence Director, DASM Group
Azatkhan Uxikbaev — Creative Director
Nikolai Chesov — Creative Grouphead
Almas Kossymbek — Jr. Copywriter
Islom Gulyamov — Sr. Creator
Timur Turusbekov — Art Director
Viktoria Belayeva — Art Director
Beybaris Sakenuly — Jr. Art Director
Timofey Pozdeyev — Sr. Copywriter
David Vashakidze — Art Director
Oleg Nepomnyachshikh — Motion Designer
Maxat Otynshiyev — Designer/3D
Zhakyp Mataev — Sr. Designer/3D
Dana Dastan — Designer
Ekaterina Zakiyeva — Sr. Designer
Anna Bespalko — Account Director
Eugenia Potlova — Senior Account Manager
Kaisar Khalikov — Account Manager
Alexey Alexeyevskiy — Sound Designer
G-Force Uzbekistan
Leyla Nugmanova - Managing Director
Nikolay Tsoy - Client Service Director
Elina Yershova - Account Director
Yuliya Shin - Account Manager
Umidbek Yuldashev - Account Manager
Lyubov' Zavyalova - BTL Director
Svetlana Nesgovorova - Senior BTL Manager
Adelina Zedginidze - BTL Manager
Vologjanina Tatyana - Creative Director
Natalia Polejaeva - Senior designer
Alfiya Kuzmich - Copywriter
Javokhir Shermuxammatov - Influencer
Odilbek Kholdorov - Influencer Manager
Music Bolalar
Ayrapetova Anna — Lead Director
Kasatkina Svetlana — Choreographer
Muinov Qosim — Composer
Novikova Yelena — Directing Team
Gaziev Sardor — Directing Team
Azimov Azamat — Camera Operator
Bunyod Karimiy — Producer
Doppi Twins
MediaCom Uzbekistan (Das Marketing Uzbekistan)
Elmira Izekeeva — Managing Director
Svetlana Mityulyova — Media Director / Team Lead
Nargiza Kurbanova — Media Group Head
Konstantin Shavlohov — Head of Outdoor Advertising
Dilmurot Farrakhov — OOH Manager
Studio X
Solen Yucel — Regional Creative Director
Berrak Deniz Güven — Integration Director, Coca-Cola, Studio X EME OU
The Coca-Cola Company
Butool Rizvi — Senior Marketing Director
Alexandra Saade — Creative Content Director
Salima Talipova — Frontline Marketing Director
Selen Akin — Senior Creative Content Manager
