Work is getting Better and Better

Agency: Synthesis


After conducting research, we have found that youth face many problems when finding and working in jobs, such as:

— Lack of experience and inability to gain it;
— Employment only through acquaintances and relatives;
— Lack of official employment;
— Delayed payment of wages;
— Low social security for employees.
All of these lead to apathy among youth, stereotypes about employers, or a desire to work in low-skilled jobs in other countries.

Only in Russia, 3 million of our compatriots work officially.

Korzinka is the largest food retailer in Uzbekistan and is actively expanding, and looking for new employees.

Creating an HR campaign to attract people to work, we decided to dispel the main stereotypes of young people by highlighting the advantages of working at Korzinka:

"I won't get a job because I have no experience."
Korzinka: "We will hire without experience and train ourselves."

"Good jobs are only given to relatives or friends."
Korzinka: "We will provide clear and transparent selection conditions."

"I want to get a higher education to become a specialist, but I don't have the money."
Korzinka: "We will pay for tuition fees. We will help in difficult situations."

"They can cheat and not pay the salary at work. Why work then?"
Korzinka: "We will officially employ you from day one and pay all payments on time."

We were able to engage our audience with humor and simplicity in our communication. Since the launch of the campaign, the number of job candidates has increased fivefold. The total number of applications received was 35,000.
Within 3 months, 1,640 people were employed at Korzinka.
Thus, we have contributed to reducing the number of unemployed youth in Uzbekistan.

This professional campaign titled ' Work is getting Better and Better' was published in Uzbekistan in July, 2022. It was created for the brand: Korzinka, by ad agency: Synthesis. This Film and Integrated media campaign is related to the Other, Public Utility, and Retail Services industries and contains 4 media assets. 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 Aitov
HR Director: Nargisa Baymerzaeva
Internal Communications Manager: Makhsud Ermetov
Internal Communications Specialis: Botir Tursunov
Production Company: Lunar


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