Humanity Chain

Yuliya Tushina, DASM Group, CEO of Creative  Yevgeniy Kostylev, DASM Group, Chief Creative Officer  Natalia Pak, Progression CA, Managing Director  Dasha Bulakhtina, Progression CA, Creative Director  Maria Leskina, Progression CA, Art Director  Yuliya Butorina, Progression CA, Client Service Director  Zulfiya Dzhaparova, Progression CA, Account Director  Darya Bortnikova, Progression CA, Account Director BTL  Yevgeniy Pogorelov, Progression CA, Production Manager  Alexander Kuznetsov, Progression CA, Project Contributor  Yerbossyn Meldibekov, Sculptor  Victor Magdeev, Photographer  Max Shiloff, DASM Group, Head of Art  Alexander Filatov, DASM Group, Motion Designer Sofia Abdulzhanova, DASM Group, PR Director  Anton Kim, ForteBank, Chief Marketing Officer  Sino Alizoda, ForteBank, Creative Director Ainur Zhamanova, ForteBank, Brand Management Director Malika Karajanova, ForteBank, Head of PR & CSR Marat Botin, ForteBank, Digital Marketing Director Kristina Alshevskaya, ForteBank, Chief Design Officer  Tomiris Meirembayeva, ForteBank, Head of Content Management  Umitzhan Zholdybayeva, ForteBank, Senior PR Expert, Project Lead  Vladislav Ignatiev, ForteBank, Senior Designer 

In a world increasingly divided, where humanity feels less visible, ForteBank - historically corporate bank expanding into the mass market - needed to turn its belief in solidarity and support into something people could truly feel. It found that expression in a real viral video from Almaty a decade ago: complete strangers forming a human chain to save a dog, without dividing themselves by nationality, religion, or political beliefs.  ForteBank transformed it into HUMANITY CHAIN - an interactive public sculpture with an open hand, inviting anyone to join and relive the act of helping and support. With $0 media budget, the idea generated 16+ mln organic reach in a country of 20 mln, 7+ mln reactions (99.9% positive sentiment), $2,5+ mln earned media. Globally: 735+ mln organic views across 101 countries, 50+ mln reactions, $20+ mln earned media.  In 4 days, ForteBank became the most talked-about brand in the country.