What Will People Say? (Odamlar nima deydi?)

The «What Will People Say?» project for Adrenaline Rush became another vivid example of our successful collaboration.

In Uzbekistan, people often live under the pressure of public opinion. Together with well-known rappers and influencers, Adrenaline Rush created a manifesto for a new generation — encouraging young people not to fear social judgment and to stay true to themselves.

A video featuring rapper Konsta gained 1 million views within a week, while the total campaign reach amounted to 12,380,000, covering 65% of Uzbekistan’s youth audience.

Awards:

Epica Awards (Europe)

BRONZE
Non-alcoholic drinks
BRONZE
Branded content music video

White square (Belarus)

GOLD
Mass Media Contest / S6 Other Projects
SILVER
Craft / J6 Use of Music & Sound Design
BRONZE
Craft / J4 Cinematography
BRONZE
Craft / J1 Directio

Red Jolbors (Central Asia)

SILVER
Best collaboration: Brand & Art
BRONZE
Best collaboration: Brand & Influencer

Ukrainian Creative stories (Ukraine)

SILVER
B. CRAFT/TECHNOLOGY / B01-09. EDITING
BRONZE
B. CRAFT/TECHNOLOGY / B01-03. CINEMATOGRAPHY
BRONZE
A. CREATIVE COMMUNICATIONS / A01. FILM / A01-15. CULTURE & LOCAL
BRONZE
A. CREATIVE COMMUNICATIONS / A01. FILM / A01-01. CONSUMER GOODS/FMCG

TAF! (Uzbekistan)

GOLD
Traditions
GOLD
Social ESG
SILVER
Influencers campaign

Agency:

Synthesis

Creative Director – Farrukh Sharipov
Client service director (CSD) – Alina Mirzaeva
Creative copywriter – Sergey Gorobtsov
Art-director – Timur Aitov
Designer – Tim Ko
Account Manager – Yulia Gerasimova/Darya Gerasimova

Client:

PepsiCO Adrenaline Rush

Director of Marketing Department – Redkovets Alexander
Brand manager – Suleymanova Lenura

Production:

Abstract

General producer – Bekzod Abduvaliev
Director – Ivan Proskuryakov
DOP – Boris Litovchenkо
MOVI – Ilya Vdovenko
1AD – Valeria Popova
Line Producer – Kamilla Mevlyudova
Location manager – Muzaffar Yusupov
Art Director – Valeria Mukhametsitdykova
Production Designer – Helga Gehler
Prop master – Alex Deemidov
Special effects engineer – Evgeniy Shurygin
Wind – Victor Shirokov
Casting director – Anita Borisova
Makeup artist – Zilola Kokhorova
Costume designers – Irina Nadtoka
Admin – Rafael Gabdurakhmanov
Administrative Assistant – Amir Shabanov
Service manager – Sergey Polyanin
Film editor – Khodzhiakbar Lutfullahodzhaev
Clean up, VFX – Aidos Kenzheev
Colorist – Victor Mogilat
Color studio – Jojo – talent agency
Sound designer – Akbar Yusupov
Backstage – Aidos Kenzheev
Focus puller – Otabek Yoldoshbekov
Gafer – Vlad Musee
Camera Rental – Khurshid Khoshimov (ShB Rent)
Light Rental – Bayramfilm