Qorbobo (santa) Is Among Us (New Year Brand Film for TBC Bank)

TBC Bank aimed to produce a New Year’s campaign that not only greeted customers but also emotionally connected the brand to themes of trust, warmth, and family values. In Uzbekistan, New Year is a time of miracles and togetherness. The goal of the film was to show that the real “Santa Clauses” are ordinary adults around us — parents, doctors, workers, clerks — who, despite their exhaustion and daily struggles, bring joy and create the holiday spirit for their loved ones.

Проблема

Most New Year campaigns rely on clichéd visuals and surface-level festivity. The challenge was to move away from glossy, commercialized imagery and instead portray authentic, hardworking people who make small miracles happen for their families. The goal was to strike a balance between TBC’s brand communication and a universal emotional message.

Решение

We developed the concept “Qorbobo Is Among Us”. Through three parallel storylines — a female surgeon, a young office clerk, and a warehouse worker — we showed how ordinary people, despite their exhaustion, become Santa Claus figures for their children during New Year’s Eve. Key creative choices: Visual storytelling with minimal dialogue — the narrative is clear even without sound. Contrast between tired adults on screen and an inspiring voiceover about miracles. Climax where the characters put on costume pieces and bring joy to children. The brand was subtly integrated through the use of a TBC Bank card at checkout. The closing brand shot ties the message together: “Qorboboning, Qoronaning, Qorotaning… Sizning TBC Bank”.

Результаты

The film generated strong emotional resonance, becoming one of the most talked-about New Year campaigns in the banking sector. It reinforced TBC’s values of trust, care, and closeness, strengthening the bank’s image as a modern brand that communicates with customers in a human and relatable way.