THIS IS UZBEKISTAN

We showed different sides of Uzbekistan through carpets

Client: SAG
Category: Ad Campaigns
Market: Uzbekistan
Lokals product: Full Integrated Campaign
Scale: 12 cities of presence, 17 branches across the country, 2 years of partnership
Year: 2024

01 / HOW IT LOOKED

Gallery of materials

02 / CHALLENGE

The business problem the client came with

We had to launch the new positioning and identity for SAG — one of the world’s largest carpet manufacturers and a historically important brand for Uzbekistan — with a high-reach campaign. The main goal was to loudly announce the company’s global transformation and secure its status as the country’s alpha brand.

Business pain:

Break the stereotype that “local means compromise” and prove that a local product can and should become a world-class benchmark.
Develop a creative framework fully aligned with the brand’s leadership ambitions and new premium visual style.

03 / SOLUTION

The approach we proposed

Together with the brand team, we took the communication far beyond product advertising and presented SAG as a full-fledged ambassador of Uzbekistan on the global stage. The launch point for the renewed brand was a large-scale manifesto film. Through emotional storytelling, we communicated the new philosophy: SAG sets global quality standards, naturally weaves in the cultural code of the nation and permanently changes consumer perception of what a “local brand” can be.

04 / METRICS & RESULTS