WORK FOR GOOD CUT - PRINT (Outdoor)

The Breathing Wall - TBC Bank Uzbekistan
TBC Bank Uzbekistan ESG Program

Shortlist

Title:	The Breathing Wall
Brand:	TBC Bank Uzbekistan
Product/Service:	TBC Bank Uzbekistan ESG Program
Client:	TBC Bank Uzbekistan
Entrant Company:	FCB Almaty
Agency:	FCB Almaty
Release Date:	2025-03-18
Individual Credits:	Motion & Sound Designer: Eduard Bushuev
Individual Credits:	Copywriter: Karina Tolmacheva
Individual Credits:	Art Director: Oleg Tsoy
Individual Credits:	Creative Group Head: Alexander Pozdnyakov
Individual Credits:	Group Account Director: Olzhas Shakhabayev
Individual Credits:	Creative Director: Nikita Frankovskiy
Individual Credits:	General Manager: Rustam Kunanbaev
Notes for Judging:	Local Context and Problem TBC Bank Uzbekistan is committed to driving positive environmental change through initiatives of the brand’s ESG Program. In Tashkent, one of the biggest environmental challenges is air quality. The city has repeatedly ranked as the most air-polluted in the world according to the global Air Quality Index. Invisible like the air, even when polluted, the problem is not discussed by citizens living in it. As a result, air pollution remains ignored, while media and activists cannot speak openly about ecological situation because of political risks. Idea Step 1 To make the invisible problem visible and spark public dialogue, we created a nine-floor mural that purifies the air like a 250-square-meter forest. We located the “breathing” artwork by a local artist in the Sergeli district – a rapidly growing, densely populated industrial area of Tashkent. Technology The mural is created with an innovative paint that uses Airlite technology. Harmful particles contact the mural’s surface and under sunlight the paint breaks down polluted air into oxygen and harmless compounds. Rain cleans the surface and the process starts again. Each square meter painted with Airlite purifies the air as effectively as a square meter of forest. Step 2 The mural became a daily visual reminder of air pollution, featuring a QR code directing people to local eco-initiatives. At the launch, we hosted an eco-art workshop with activists and media, who covered the event sparking public dialogue. Bloggers received interactive kits with the same air-purifying paint, starting wide online discussion about the problem. Result The air-purifying mural generated 89 media publications, 1 700 000 views, and reached an audience of 36 000 000. Now visible, the issue of air quality gained broad public attention in both news and social media. Links TBC Bank’s ESG Strategy https://www.tbcbankgroup.com/esg/our-esg-strategy/ https://tbcbank.uz/uz/csr-project/ Air Quality Index https://www.iqair.com/ https://uznews.uz/ru/news/79332 Airlite Technology https://cordis.europa.eu/article/id/255161-nontoxic-ecopaint-is-a-smart-way-to-improve-air-quality https://airlite.com/en/info/certificazioni
Additional Credits:	Client CRS Manager: Istora Gozieva Offline channel lead: Sohib Gulyamov Chief Marketing Officer: Nodira Sultankhodjaeva Head of Corporate communications: Dinara Akhmetova PR specialists: Julia Ivanova, Nafisa Khujanazarova, Emina Tsege, Rigina Majitova, Aziza Islamova Event Managers: Aziza Inomjonova, Alina Shakirova Influencers manager: Tamara Badalyan