| Title | GOLDEN SMILE |
| Brand | FORTEBANK |
| Product/Service | BANK |
| Category |
G04. Social Behaviour & Cultural Insight |
|
Entrant
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VOSKHOD Ekaterinburg, RUSSIA
|
|
Idea Creation
|
VOSKHOD Ekaterinburg, RUSSIA
|
|
Production
|
DADDY'S FILM Moscow, RUSSIA
|
Credits
| Andrey Gubaydullin |
Voskhod |
Creative Director |
| Evgeny Primachenko |
Voskhod |
Copywriter |
| Vladislav Derevyannikh |
Voskhod |
Design Director |
| Elizaveta Larionova |
Voskhod |
Producer |
| Ilya Linetsky |
Voskhod |
Post Production |
| Maxim Geychenko |
Voskhod |
Graphic Designer |
Write a short summary of what happens in the film
The first close-up shot is featuring Alykhan Asetov, actual forward player of Barys hockey club. The man is sitting on the bench and talking to his teammate. We see that his front teeth are knocked out. At the background there are Barys’s fans, wearing the team’s colours and waving flags. The coach comes up to Alykhan from behind and pats him on the shoulder: it’s time to join the game. The player puts on the helmet (Forte Bank corporate sticker is visible on the helmet). Before going on ice-hockey rink, Alykhan looks right into the camera and smiles, demonstrating three brand-new golden teeth. The hockey player goes to play; the slogan appears on the screen: “Going for the gold together”, followed by the text “Forte Bank – official bank of Barys hockey club” and logos of the bank and the club.
Cultural / Context information for the jury
In Asia, people are descendants to nomad tribes and they honour their ancient culture that holds gold as the most significant indicator of wealth.
Even now, gold equals to success and achievement and is an important element of decoration in clothes and home interior. It features in the national symbolic system of Kazakhstan as well. You can see numerous golden elements symbolizing wellbeing, justice and open-heartedness on the flag and coat of arms of the country.
Please tell us about the social behaviour and / or cultural insights that inspired your campaign
In Asia, people - descendants to nomad tribes – treat gold with a special kind of respect. They have gold everywhere – on their flag, coat of arms, clothes and as a part of household interior. The precious metal also features as a standout element of architecture of government buildings. In Kazakhstan, a dazzling golden smile is sure to indicate a wealthy person with high position in the society.
On the other hand, you’ll always know a hockey player by his missing front teeth and traditional superstitions. A hockey player will never get a dental implant to replace the knocked out teeth – he could lose them the next game. We’ve released this video to mark that since this year, ForteBank has become the official bank of hockey club Barys.