Task:
Adapt the Adrenaline Rush advertising campaign "I NEED IT ALL" for the local market.
Contex:
The new generation of Uzbekistan was raised by conservative parents in a conservative country. It is not customary for us to express our opinion loudly, talk about what you need and show emotions. Also, we do not like to talk proudly about their achievements. "Modesty adorns a person" is our life principle.
But Uzbekistan is changing today, society has new opportunities to change the world around it. The way of thinking itself is changing, which allows us to overcome the established framework of the past.
The Adrenaline Rush communication platform encourages each of us not to be afraid to show our emotions, to speak boldly about our achievements and to be open to new energy.
Idea and Solution
As part of the advertising campaign, we launched a manifesto video on TV. The video shows the people who need it the most. For digital, we selected 3 heroes and shot a series of documentaries. Each of the characters stands out by the fact that "Yes, he needs it Most":
This is an office employee who devotes all his free time to extreme sports;
The first female boxer from Uzbekistan to win gold at the World Boxing Championships;
She is also a political consultant and founder of eco-projects in Uzbekistan.
This is an office employee who devotes all his free time to extreme sports;
The first female boxer from Uzbekistan to win gold at the World Boxing Championships;
She is also a political consultant and founder of eco-projects in Uzbekistan.
Heroes
Umid Salamullaev is an office employee, and on weekends he is a tireless adrenaline seeker ⚡️
He conquers mountain peaks and flies a paraglider, because #ladies need to expand their comfort zone
Nigina Uktamova is the first female boxer from Uzbekistan to win gold at the World Championship 🏆
Despite the lack of conditions and defeat, she did not give up and did not give up the sport, because #I need to move on - forward to new victories 💣
Full manifest video
