| Title | Don't get tired (Charchamang) |
| Brief | In its summer advertising campaign, Uzbekistan's household appliance retailer, ISHONCH, highlighted the real-life experiences of ordinary people enduring a scorching heatwave. We want to say to these heroes: "Charchamang" (which literally means “Don't get tired”)! This greeting expresses deep gratitude for hard work and can be heard everywhere, especially in the summer heat. We hope that they don’t get tired because during the day they don’t even have time to cool off.Armed with multiple VHS cameras, we spent several days in natural settings, documenting the lives of Uzbekistan's people during the scorching season. The edited footage vividly portrays the hustle and bustle of Uzbekistan's streets, illustrating that even in summer, there's no respite. Sun glare, sharp shadows, and warm color correction create the sensation of a blistering sun.The edgy techno soundtrack and sharp editing paint a vivid picture of a techno party under the blazing sun. As you watch and listen, you'll find yourself echoing the refrain, "Charchamang - Don't get tired," which reaches its climax with the music. Traditional instruments showcase Uzbekistan's rich culture. This electrifying music was performed by LOUD373, a rising force in Uzbekistan's electronic music scene, making their debut for a wide audience. |
| Agency |
Synthesis creative lab
|
| Campaign |
Don't get tired (Charchamang)
|
| Advertiser |
ISHONCH Home appliance store
|
| Brand |
Ishonch
|
| Date of First Broadcast/Publication |
2023 / 5
|
| Business Sector | Drugstores, Specialty Stores
|
| Story | In its summer advertising campaign, Uzbekistan's household appliance retailer, ISHONCH, highlighted the real-life experiences of ordinary people enduring a scorching heatwave. We want to say to these heroes: "Charchamang" (which literally means “Don't get tired”)! This greeting expresses deep gratitude for hard work and can be heard everywhere, especially in the summer heat. We hope that they don’t get tired because during the day they don’t even have time to cool off.Armed with multiple VHS cameras, we spent several days in natural settings, documenting the lives of Uzbekistan's people during the scorching season. The edited footage vividly portrays the hustle and bustle of Uzbekistan's streets, illustrating that even in summer, there's no respite. Sun glare, sharp shadows, and warm color correction create the sensation of a blistering sun.The edgy techno soundtrack and sharp editing paint a vivid picture of a techno party under the blazing sun. As you watch and listen, you'll find yourself echoing the refrain, "Charchamang - Don't get tired," which reaches its climax with the music. Traditional instruments showcase Uzbekistan's rich culture. This electrifying music was performed by LOUD373, a rising force in Uzbekistan's electronic music scene, making their debut for a wide audience. |
| Media Type |
Television & Cinema
|
| Creative Director |
Farrukh Sharipov
|
| Art Director |
Timur Aitov
|
| Account Manager |
Yulia Gerasimova
|
| Account Manager |
Darya Gerasimova
|
| Creative Director |
Zamira Rakhmanova
|
| Creative Manager |
Selivanna Sin
|
| Producer |
Bekzod Abduvaliev
|
| Director |
Ivan Proskuryakov
|
| Client Services Director |
Alina Mirzaeva
|
| Copywriter |
Sergey Gorobtsov
|
| Copywriter |
Shirin Yusopova
|
| Designer |
Artur Salamov
|
| Marketing Director |
Urmatbek Beishenaliev
|
| Brand Manager |
Nurbek Abyldaev
|
| Head of Marketing |
Alisher Seytniyazov
|