RETURNED TASHKENT’S CULTURAL HERITAGE THROUGH AN ESG CAMPAIGN

earned media

$397 000

total reach

3.8 M+

media reactions

9.9 M+

payme

MosaicVertising

Advertising campaign

Marketing

2024

Tashkent is famous for its remarkable cultural heritage and unique architecture, featuring one-of-a-kind, world-renowned buildings adorned with mosaics.
Unfortunately, major local and global brands have legally covered a large portion of these mosaics with their advertising banners.

payme — a local payment application designed to help ordinary people solve their everyday problems — simply rented advertising spaces across the city for $2,200 and removed the ads that were covering the mosaics.

We were supported by the Tashkent City Administration and the Uzbekistan Art and Culture Development Fund — together, we officially recognized more than 157 mosaics as part of Uzbekistan’s tangible cultural heritage and began promoting the mosaics more actively by creating an AR tool that brings them to life and launching a platform to share their story.

Mosaicvertising is an example of collaboration where full commitment from both sides delivered meaningful results for the company and even for the city. We greatly appreciated the agency’s engagement and professionalism in executing this case.

Nodira Shermatova

Head of Marketing Department, Payme/TBC

DREAM TEAM

PARTNERS

Creative Director
Project Manager
Art Director
Copywriter

Production

Shakha Saliev
Tatyana Sitnikova
Viktoriya Sharafutdinova
Said Nazrillaev

DBLA

Abstract visuals

LUNAR prod

SHOOM Production

Узбекистан

Казахстан

г. Ташкент, ул. Садык Азимова, 52А

г. Алматы,
ул. Ботанический Сад, 22

+998 90 830 39 49

+7 707 835 20 28

new@lokals.uz

new@lokals.kz

Узбекистан

Казахстан

г. Ташкент, ул. Садык Азимова, 52А

г. Алматы,
ул. Ботанический Сад, 22

+998 90 830 39 49

+7 707 835 20 28

new@lokals.uz

new@lokals.kz

Uzbekistan

Kazakhstan

Tashkent, 52A Sadyk Azimov St.

Almaty, 22 Botanichesky Sad St.

+998 90 830 39 49

+7 707 835 20 28

new@lokals.uz

new@lokals.kz

RETURNED TASHKENT’S CULTURAL HERITAGE THROUGH AN ESG CAMPAIGN

Tashkent is famous for its remarkable cultural heritage and unique architecture, featuring one-of-a-kind, world-renowned buildings adorned with mosaics. Unfortunately, major local and global brands have legally covered a large portion of these mosaics with their advertising banners.

Tashkent is famous for its remarkable cultural heritage and unique architecture, featuring one-of-a-kind, world-renowned buildings adorned with mosaics.
Unfortunately, major local and global brands have legally covered a large portion of these mosaics with their advertising banners.