Magnum - "Kazakh buy-book"

GForce/Grey

GForce/Grey Almaty, Kazakhstan

203

Title	Kazakh buy-book
Agency	GForce/Grey
Campaign	Kazakh buy-book
Advertiser	Magnum
Brand	Magnum
Date of First Broadcast/Publication	2022 / 9
Business Sector	Department Stores, Supermarkets
Story	According to history, due to the legacy of the Soviet Union, part of the country still speaks only Russian and doesn't know even the minimum basic level of national Kazakh language.It’s enough to learn a hundred basic words to know basic level of any language. Thinking of how can we help Russian-speaking population of the country start learning Kazakh language, we found 2 insights: 1) basic words of any languages are mostly fast-moving consumer goods for everyday use, and all of them you can find on the webstore of Magnum. 2) all websites in Kazakhstan are in two versions - in Kazakh and in Russian. But Russian-speaking customers use only Russian versions of websites.Those insights have led us to a very simple Idea - ‘Buy basic goods - learn basic Kazakh’. We simply placed the Kazakh translation on the pictures of basic goods on the Russian version of the Magnum webstore.
Media Type	E-Commerce
Length	110 seconds
Managing Director	Yuliya Tushina
Executive Creative Director	Yevgeniy Kostylev
Client Services Director	Anna Kostyleva
Copywriter	Victor Yershov
Art Director	Diana Moldagulova
MOTION DESIGN	Alexander Filatov
Designer	Almaz Issatayev