JUST LIKE YOU

Creative idea

Alltel the first mobile operator in Kazakhstan, had completely lost its Kazakh identity by 2023. To reconnect with its audience, we chose not to follow the conventional route of portraying Kazakhstan's identity by steppes, mountains & horses. We put people on the central stage and not just a few, but many thousands at one commercial! How?! By merging characteristics from thousands of individuals' photos, AI created a collective image of the typical Kazakhstani. We've got two unique heroes, brought to life as 3D characters using MetaHuman technology. They've become brand personas for Altel and are featured in all brands’ communication.

Brand name: ALTEL
Advertiser / client: Mobile Telecom-Service LLP ALTEL
Product / service: Telecommunications
Campaign name: JUST LIKE YOU
Agency network: BBDO WORLDWIDE
Agency: BBDO CA, ALMATY
Additional company: ALTEL
Web address: https://altel.kz/new
Executive creative director: Kristina Denina
Creative director: Alexey Pavlov
Art director: Alina Konovalenko/ Mikhail Yarovikov
Copywriter: Elena Chernyuk
Managing director: Yulya Yugay
Strategic planner / strategist: Anastasia Chulukova
Senior planner: Irina Ni