| Title | What Will People Say? |
| Agency | Synthesis creative lab |
| Campaign | What Will People Say? |
| Advertiser | Pepsico |
| Brand | Energy Drink |
| Date of First Broadcast/Publication | 2023 / 8 |
| Business Sector | Soft Drinks, Tonics |
| Story | In Uzbekistan, people live not for themselves, but for those around them. Every step, every action can be criticized. Don't dress like that, don't dye your hair this color, don't listen to that sort of music. Everything must follow the public opinion, and you can not stand in its way, or else what will people say?!Adrenaline Rush – a PepsiCo product, in collaboration with rappers and influencers such as Timur Alik'honov who didn't pay attention to what people say and became a popular blogger.Rapper Konsta, who is always criticized but still raising important questions in his lyrics.Husnorik, public criticism after her divorce could not break her.Teacher Azam, a non-standard young teacher who is criticized by the old generation.Jamshidhon, makes socially important content that you never see on TV.With this people who despite public opinion and stay true to themselves we created a manifest for a new generation of Uzbekistanis. A generation that does not agree with the phrase "What will people say."In just a week, Konsta’s video gained 1 million views, with a young population of Uzbekistan being 19 million. Total reach 12 380 000, which is a 65% of young population in Uzbekistan. |
| Media Type | Web Film |
| Creative Director | Farrukh Sharipov |
| Client Services Director | Alina Mirzaeva |
| Copywriter | Sergey Gorobtsov |
| Art Director | Timur Aitov |
| Designer | Tim Ko |
| Account Manager | Yulia Gerasimova |
| Account Manager | Darya Gerasimova |
| Marketing Director | Redkovets Alexande |
| Brand Manager | Suleymanova Lenura |
| Production Studio | Abstract |
| Producer | Bekzod Abduvaliev |
| Director | Ivan Proskuryakov |
| Director of Photography (DOP) | Boris Litovchenkо |
| Line Producer | Kamilla Mevlyudova |
| Location Manager | Muzaffar Yusupov |
| Production Art Director | Valeria Mukhametsitdykova |
| Production Designer | Helga Gehler |
| Special Effects / VFX | Evgeniy Shurygin |
| Casting Director | Anita Borisova |
| Makeup artist | Zilola Kokhorova |
| Costume | Irina Nadtoka |
More Work
SEE ALLWhat Will People Say? (film)
- BRAND:
- Energy Drink
- AGENCY:
- Synthesis creative lab
Don't get tired (Charchamang)
- BRAND:
- Ishonch
- AGENCY:
- Synthesis creative lab
Not only the 8th of March (board)
- BRAND:
- ISHONCH Home appliance store
- AGENCY:
- Synthesis advertising agency
Cool Store (board)
- BRAND:
- Ishonch
- AGENCY:
- Synthesis creative lab
What Will People Say? (board)
- BRAND:
- Energy Drink
- AGENCY:
- Synthesis creative lab
Cool Store
- BRAND:
- Ishonch
- AGENCY:
- Synthesis creative lab