Reviving Tashkent’s Cultural Heritage with “Mosaicvertising”
Tashkent, the capital of Uzbekistan, is renowned for its rich cultural heritage and distinctive architecture, including numerous world-famous mosaic-adorned buildings. However, over the years, many of these beautiful mosaics have been obscured by advertisements from large, global brands. This commercialization has concealed Tashkent’s artistic legacy, leaving residents and visitors unaware of the cultural gems hidden beneath the ads.
Recognizing the need to preserve and celebrate Tashkent’s unique mosaics, a collaborative effort was launched by Payme, the Tashkent Mayoral Office, and the Uzbekistan Art and Culture Development Foundation. This initiative, aptly named “Mosaicvertising,” aimed to reclaim these cultural artifacts from the clutches of commercial advertising.
The Solution: Mosaicvertising
The concept behind “Mosaicvertising” was simple yet powerful. The campaign unfolded in two strategic steps:
Step 1: Purchase Media Placement Spaces
The first step involved acquiring the advertising spaces that had been placed over the mosaics. This was a crucial move, as it provided the legal right to alter or remove the advertisements.
Step 2: Remove the Ads
With ownership of these spaces secured, the next step was to simply remove the advertisements. By doing so, the mosaics that had been hidden for years were finally revealed, allowing the public to once again appreciate the intricate artistry and cultural significance of these works.
Impact and Results
The “Mosaicvertising” campaign has had a remarkable impact on Tashkent’s urban landscape and cultural preservation efforts. As a direct result of this initiative, 157 buildings featuring mosaics have been legally recognized as part of Uzbekistan’s Tangible Cultural Heritage. This recognition ensures that these mosaics are protected and preserved for future generations.
Moreover, all advertisements have been removed from these culturally significant sites. This not only restores the visual aesthetics of Tashkent’s architecture but also fosters a renewed sense of pride and cultural identity among its residents.
Collaboration and Creativity
This campaign is a testament to the power of collaboration and creativity in addressing cultural preservation challenges. Payme, the Tashkent Mayoral Office, and the Uzbekistan Art and Culture Development Foundation, along with the ad agency Lokals, have successfully highlighted the importance of cultural heritage through an innovative and impactful approach.
By combining efforts and resources, these organizations have set a precedent for how commercial spaces can be transformed into cultural showcases. The campaign also underscores the importance of recognizing and valuing local art and culture in the face of global commercialization.
Conclusion
“Mosaicvertising” is more than just an advertising campaign; it is a movement to restore and celebrate Tashkent’s cultural heritage. By unveiling the mosaics hidden beneath commercial advertisements, the campaign has rekindled an appreciation for Uzbekistan’s artistic history and contributed to the preservation of its unique architectural identity.
This professional campaign, titled “Mosaicvertising,” was published in Uzbekistan in May 2024. It was created for the brands Payme, Tashkent Mayoral Office, and the Uzbekistan Art and Culture Development Foundation by the ad agency Lokals. This OOH Outdoor medium campaign is related to the Finance industry and features one media asset.
