The Support Patyr

Creative idea

Korzinka turned its supermarkets and flagship product into a live retail experience connected to every match. By creating Uzbekistan’s first interactive patyr: limited-edition bread designed and baked in response to the defining moments of each game. After the opening defeat to Colombia, it read “There’s Still Hope.” After a disallowed goal against Portugal, it restored justice with “POR — UZB: 5:1.” When the commentator’s cry “FORWAAAARD!” took over social media, Korzinka baked that too. Each edition was developed after the match and produced overnight. Soon, fans created a ritual of breaking and sharing patyr before games, while Uzbek communities in Atlanta, New York and Pittsburgh began baking their own.

Brand name: Korzinka
Advertiser / client: Korzinka
Product / service: grocery delivery service
Campaign name: The Support Patyr
Agency network: OGILVY
Agency: Mega Media in affiliation with Ogilvy
Agency chief executive officer: Yekaterina Belyashina
Chief creative officer: Yulia Tushina
Executive creative director: Azatkhan Uxikbayev
Creative director: Nikolai Chesov, Creative Grouphead
Art director: Beibarys Sakenuly
Copywriter: Islom Gulyamov
Designer: Yulia Lisichkina
Account director (agency): Mariya Kalashnikova
Client account director: Leyla Nugmanova
Additional company: Timur Turusbekov, Art Director; Anabella Chepaykina, Copywriter; Beibarys Sakenuly, Jr. Art Director; Almas Kossymbek, Jr. Copywriter; Nikita Tkalich, Motion Designer; Khakimova Merey, Junior Account Manager; Kaisar Khalikov, Account Manager: Lyubov' Zavyalova, BTL Director; Umidbek Yuldashev, Account Manager; Ten Yuliya, Account Manager; Yulia Lisichkina, Senior Designer; Boir Normatov, Коrzinka's Head of Trade Marketing and Brand Development; Khojiakbarkhuja Boboev, CMO at Korzinka Go; Alena Churadaeva, Krozinka's Creative Director; Javlonbek Artikov, Marketing Manager, Private Label; Zukhriddin Rakhimov, Senior Manager Supply Chain and Logistics; Rinat Bayburin, Senior Brand Manager