10 years ago, a video from Almaty, Kazakhstan, went viral – reminding the world what it means to be human.
Сomplete strangers forming a human chain to save a dog, without dividing themselves by nationality, religion, or political beliefs.
This days, in a world, which is becoming increasingly divided, losing its humanity, and where no one wants to lend a helping hand to another, ForteBank stands for solidarity, mutual help and support.
Historically a corporate bank, expanding into the mass market, needed to build an emotional connection with a simple people by translating its core values.
HUMANITY CHAIN – ForteBank immortalizes this powerful sign of humanity, turning a fleeting internet moment into an everlasting symbol of who we can be.
The bronze sculpture is designed to be interactive, with the final hand extended so anyone can join the chain of humanity and feel what it means to be human.
Not a monument to the past, a reminder for the future.
Most sculptures say – “this happened”. This one says – “let’s make this happen again!”
From human chain to global chain reaction and media sensation: the story didn’t need paid media – people carried it themselves!
With a zero media budget the statue went globally viral organically, and, for a moment, brought a divided world back to solidarity and humanity!
The idea drove real behavioral change, tens of thousands of people visited the sculpture and physically joined the humanity chain, turning a message into action and reinforcing the brand’s association with human solidarity and support. In just 4 days, ForteBank became the most talked-about brand in the country, and a helping hand is no longer bronze – but gold…
This was not just brand impact – it unexpectedly became a moment of national significance and powerful country PR moment. Audiences around the world start associating Kazakhstan with empathy, unity, and kindness. Locally, this sparked a strong sense of pride for the country, with people sharing and commenting on the story globally, celebrating how the world was discovering who we are as a nation.
With $0 media budget, ForteBank achieved nationwide visibility at scale: 16+ mln organic reach in a country of 20 mln, 7+ mln reactions (99,9% positive sentiment), $2,5+ mln earned media.
Although global exposure wasn’t the objective, the story reached 805+ mln organic views across 104 countries, 73+ mln reactions, $20+ mln earned media. Major international media, broadcasters, digital platforms amplified the story, making it the most covered viral campaign in Kazakhstan.
CREDITS
Agency: Progression CA, Almaty, Kazakhstan
CEO of Creative, DASM Group: Yuliya Tushina
Chief Creative Officer, DASM Group: Yevgeniy Kostylev
Managing Director, Progression CA: Natalia Pak
Creative Director, Progression CA: Dasha Bulakhtina
Art Director, Progression CA: Maria Leskina
Client Service Director, Progression CA: Yuliya Butorina
Account Director, Progression CA: Zulfiya Dzhaparova
Account Director BTL, Progression CA: Darya Bortnikova
Production Manager, Progression CA: Yevgeniy Pogorelov
Sculptor: Yerbossyn Meldibekov
PR Director, DASM Group: Sofia Abdulzhanova
Photographer: Victor Magdeev
Project Contributor, Progression CA: Alexander Kuznetsov
Head of Art, DASM Group: Max Shiloff
Motion Designer, DASM Group: Alexander Filatov
Client: ForteBank, Kazakhstan
Chief Marketing Officer, ForteBank: Anton Kim
Creative Director, ForteBank: Sino Alizoda
Brand Management Director, ForteBank: Ainur Zhamanova
Head of PR & CSR, ForteBank: Malika Karajanova
Digital Marketing Director, ForteBank: Marat Botin
Chief Design Officer, ForteBank: Kristina Alshevskaya
Head of Content Management, ForteBank: Tomiris Meirembayeva
Senior PR Expert, Project Lead, ForteBank: Umitzhan Zholdybayeva
Senior Designer, ForteBank: Vladislav Ignatiev
