KOSHOGO

Short List
ClientKLOOP
Category D01. Displays
TitleKOSHOGO
Product/ServiceNEWS MEDIA
Entrant LEO BURNETT MOSCOW, RUSSIA
Idea Creation LEO BURNETT MOSCOW, RUSSIA
Credits
Name Company Position
Ilya Pryamilov Leo Burnett Moscow Creative Director
Yulia Grezina Leo Burnett Moscow Art Director
Sergey Belozerov Leo Burnett Moscow Copywriter
Vladimir Rolik Leo Burnett Moscow Agency Producer
Mikhail Maer Leo Burnett Moscow Creative producer
Dmitry Ulmer-Morozov Freelancer Coder

Write a short summary of what happens in the digital or ambient execution or campaign.

This subject of bride kidnapping, a tradition still alive in Kyrgyzstan, was taboo for the majority of the population and media. KLOOP, an online news portal, decided to break the silence with the Koshogo campaign. A koshogo is a white curtain or veil. According to tradition, for the bride, passing under the koshogo means giving her consent to marriage. At the kidnappers’ house, the young woman is forced to perform the ritual. If she resists, she will often be raped. We collected the reports of the ala kachuu victims that were rejected by police and printed them on koshogos. These white sheets, hundreds of them, appeared in the Kyrgyz capital Bishkek in the exact spots where the abductions took place.

Cultural / Context information for the jury

We combined the koshogo - a powerful symbol of the traditional marriage and virginal innocence symbolized by its white color - with stories of violence against women, even rape, taken from the ala kachuu victims’ reports rejected by the police. This created a powerful emotional impact.