KOSHOGO

Short List
ClientKLOOP
Category F04. Social Behaviour & Cultural Insight
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

Cultural / Context information for the jury

In Kyrgyzstan even nowadays young women risk being kidnapped and then, forcibly married. This is called ala kachuu, a tradition, say some, but in fact, a crime. In 2018, 15 000 brides were kidnapped in Kyrgyzstan, but only 28 cases made it to the court. Police officers, often out of respect for a venerable tradition, refuse to file victims’ reports. And in general, the subject is taboo.

Please tell us about the social behaviour and / or cultural insights that inspired your campaign

In Kyrgyzstan even nowadays young women risk being kidnapped and then, forcibly married. This is called ala kachuu, a tradition, say some, but in fact, a crime. In 2018, 15 000 brides were kidnapped in Kyrgyzstan, but only 28 cases made it to the court. Police officers, often out of respect for a venerable tradition, refuse to file victims’ reports. And in general, the subject is taboo. 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.