A Hidden Nation

Idea: Iskander Khaitbaev & Doniyor Abbasov Director: Doniyor Abbasov Producer: Iskander Khaitbaev DoP: Diyor Adashev Аrt Direction: Kamilla Akhmedova Set Design: Bekzod Hudoyberdiev 1AD: Camila Khalilova Line Producer: Marjona Karimova Music: Adham Abduraimov Location: Muzaffar Yusupov Cast: Laziza Nadjmitdinova Steadicam: Farhod Azamov Drone: Nodir Khan Gaffer: Ulugbek Yoldoshbekov Focus: Otabek Yoldoshbekov Muah: Elmira Kambek Stylist: Irina Nadtoka Costumes: Alex Deemidov Edit: Anton Egorov Color: Anton Zimmerman Sound: Donier Abdullakhanov Admins: Abdumalik Ochilov, Munisa Karimova Special Thanks: Alexey Klestov Copy: Iskander Khaitbaev

For a century, Uzbekistan was overshadowed by various forms of dictatorship, resulting in a societal norm that stifled individual expression. Under the lasting influence of "Be like everyone else!" people felt compelled to conceal any traits or preferences that deviated from societal norms, such as foreign cultural interests, disabilities, unconventional appearances, and more. This pervasive culture of hiding prevented true self-expression and perpetuated a cycle of fear and conformity. TBC Bank Uzbekistan, aligned with its mission to simplify complex challenges, partnered with the Tashkent Advertising Festival to address this deep-rooted issue. They launched a bold social campaign aimed at redefining the relationship between Uzbek society and self-expression, focusing on bringing hidden diversities into the light. The core idea of the campaign was to celebrate individuality and diversity by highlighting aspects of personal identity that were traditionally suppressed or hidden. By showcasing these diverse traits and stories in a positive light, the campaign aimed to foster a culture of understanding and acceptance. This initiative encouraged people to proudly display their unique qualities, challenging the long-standing norm of conformity. The campaign quickly gained traction and resonated deeply within the community, evidenced by extensive engagement across social media platforms, including support from influencers and bloggers who helped amplify the message. With over a million views and forty thousand likes on social media, the campaign significantly shifted public perception. It reinforced the belief that Uzbekistan's people no longer need to hide their individuality, but can instead celebrate it openly in a society that is learning to embrace diversity and acceptance.