Nishon launched its rebranding campaign with the slogan “Baquvvat ishlar uchun” (“For Big Deeds”). In Uzbekistan, the word bakuvvat is associated not only with physical strength but also with determination, resilience, knowledge, and persistence. The brand aimed to show that its sausages support all forms of everyday strength: from bakers working at dawn, to students studying late, to homemakers managing endless household chores.
Problem
In the highly competitive sausage market, Nishon needed to stand out while introducing its new packaging and maintaining consumer trust. The main challenge was to link the brand’s values with the cultural code of bakuvvat — strength and perseverance — which resonates deeply with Uzbek consumers.
Solution
We created a series of three short films, each illustrating a different facet of bakuvvat: Harakat (Movement): bakers and cyclists working tirelessly from dawn. Aql (Knowledge): a student burning the midnight oil to prepare for exams. Ish (Work): a homemaker skillfully managing endless household chores. Each character is presented with dynamic camera work and seamless transitions. At the heart of every story lies a simple sandwich with Nishon sausage — a symbol of energy and nourishment for life’s big deeds. Visually, the campaign combines rich colors, warm lighting, and national musical accents, creating an inspiring and culturally resonant atmosphere.
Result
The campaign marked the official launch of Nishon’s rebranding and introduced its new packaging. The series of films resonated positively with the audience, reinforcing the brand’s association with energy, strength, and support in everyday life.
