Kazakh buy-book

Creative idea

The problem of the national language is the current major issue in Kazakhstan. Part of the country still speaks only Russian and doesn't know even the minimum basic level of national Kazakh language. Basic words of any languages are mostly fast-moving consumer goods. 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 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.

Brand name: Magnum
Advertiser / client: Magnum retail chain
Product / service: Magnum retail chain
Campaign name: Kazakh buy-book
Agency network: GREY
Agency: GForce/Grey, Almaty
Web address: https://magnum.kz/
Executive creative director: Yevgeniy Kostylev
Art director: Diana Moldagulova
Copywriter: Viktor Ershov
Designer: Almaz Issatayev
Client account director: Anna Kostyleva
Managing director: Yuliya Tushina