The Mosaicvertising case, which showcases the liberation of Tashkent's mosaics from advertising banners covering them, won awards at two international festivals, the press service of the Tashkent mayor's office announced, reports Gazeta.uz.
At the AdBlackSea International Creativity Festival, held in Batumi, Georgia, in mid-September 2024, the Tashkent mosaics case won the Grand Prix and a "gold" in the Media category for Use of Print and Outdoor.
A total of 119 projects were shortlisted for the competition. The festival's prize was made from plastic collected from the Black Sea coast, according to the statement.
The AdBlackSea festival has been held since 2015 and is popular among advertising and marketing professionals. Among the winners were projects from Uzbekistan, Slovenia, Bulgaria, Armenia, Azerbaijan, Kazakhstan, Georgia, and other countries.
The same case also received three gold and three bronze awards at the Red Jolbors International Advertising Festival in Kazakhstan, which took place on September 21–22.
The video about Tashkent's mosaics won three "gold" awards in the categories PR Campaign, ESG Projects, and Reputation & Behavioral Communication, and three "bronzes" in the categories Media Campaign, Print & Outdoor, and Brand Experience & Activation.
"Thus, Tashkent's mosaics became the festival's hero in terms of the number of awards," the statement says.
"This 'shower' of awards became possible thanks to the collaboration of public and private organizations and enthusiastic city residents, interested in preserving and promoting the mosaics. The collaboration wasn't 'invented,' but connected by a shared mission of love for the city's mosaics," the mayor's office noted.
At the initiative of the Cultural Development Fund and the Cultural Heritage Agency, the mosaics were included in Uzbekistan's cultural heritage list. The Digital Development Department of the Tashkent mayor's office created a website, animations, and a mobile app with augmented reality about the mosaics.
The case was created by the marketing agency Lokals Central Asia and the payment service Payme. The musical composition featured in the video was by the local music group Loud373 & Vagan.
Information about the mosaics' locations and their authors was gathered by Fotima Abdurakhmanova, an enthusiast and initiator of popularizing Tashkent's mosaics.
In June, the Digital Development Department of the Tashkent mayor's office and the Cultural Development Fund of Uzbekistan announced the completion of work to remove banners from the facades and sides of residential buildings with mosaics. Over two months, more than 40 panels were uncovered in the city, and about 30 works had been restored to the public since 2021. The video notes that more than 200 advertising banners covering the mosaics were removed during the project.
In late March, a decree by the Cabinet of Ministers of Uzbekistan included 157 mosaic panels in Tashkent and other regions in the national list as monuments of monumental art. Of these, 117 are in the capital. According to the list, most of the mosaics are located in the Almazar and Shayhontohur districts.
In April, the Digital Development Department launched the "Tashkent Mosaics" project, which includes photos and information about 494 mosaics in the capital, including 15 that have been lost.
CentralasianLIGHT.org
October 4, 2024