The creative idea was to promote female entrepreneurship in Kazakhstan, where the society does not approve of a woman’s ambition to run a business and be successful. We created a perfume and presented it to businesswomen all over Kazakhstan. We turned the national currency symbol (Tenge) into the perfume logo, thus transforming it to the symbol of female entrepreneurship in the country. Businesswomen sprayed the perfume on the banknotes circulating in their businesses. The scented money represented the huge women's contribution to Kazakhstan's economy.
Voskhod Agency Copywriters: Georgy Kornilov, Anton Rozhin, Artem Epanchintcev, Alfia Khafizova Art Directors: Vladislav Derevyannykh, Kirill Ratman Producer: Elizaveta Larionova Creative Director: Andrey Gubaydullin Strategist: Veronika Malikova Kombinat Agency Producer: Yelena Dmitriyeva Producer Assistants: Taissiya Samoilova, Tomiris Kassenova Creative Director: Nikita Yermolayev Copywriter: Rassul Abidov Art Director: Diana Korchevskaya Daddy’s Film Production Director: Darya Yastrebova Director of Photography: Tim Lobov Producer: Egor Solomatin