ForteBank has erected a bronze sculpture in Almaty, Kazakhstan, commemorating a viral video from a decade ago in which strangers formed a human chain to rescue a dog from a river.
The work, titled Humanity Chain, done in collaboration with Progression CA, is designed to be interactive. The final hand in the chain is extended outward so that visitors can physically join it.
The bank, which is historically a corporate institution expanding into the mass market, said the sculpture was intended to translate its core values of solidarity and mutual support into a visible public form.
According to the agency, the installation was launched with no paid media budget. The campaign recorded 16 million or more organic impressions in a country of 20 million people, more than 7 million reactions with 99.9 percent positive sentiment, and more than $2.5 million in earned media, according to the release.
The agency added that tens of thousands of people visited the sculpture and physically joined the chain. The bank said the response became a moment of national significance, with audiences outside Kazakhstan associating the country with empathy, unity, and kindness.
Credits
Agency: Progression CA, Almaty, Kazakhstan
Yuliya Tushina: DASM Group, CEO of Creative
Yevgeniy Kostylev: DASM Group, Chief Creative Officer
Natalia Pak: Progression CA, Managing Director
Dasha Bulakhtina: Progression CA, Creative Director
Maria Leskina: Progression CA, Art Director
Yuliya Butorina: Progression CA, Client Service Director
Zulfiya Dzhaparova: Progression CA, Account Director
Darya Bortnikova: Progression CA, Account Director BTL
Yevgeniy Pogorelov: Progression CA, Production Manager
Yerbossyn Meldibekov: Sculptor
Sofia Abdulzhanova: DASM Group, PR Director
Victor Magdeev: Photographer
Alexander Kuznetsov: Progression CA, Project Contributor
Max Shiloff: DASM Group, Head of Art
Alexander Filatov: DASM Group, Motion Designer
Client: ForteBank, Kazakhstan
Anton Kim: ForteBank, Chief Marketing Officer
Sino Alizoda: ForteBank, Creative Director
Ainur Zhamanova: ForteBank, Brand Management Director
Malika Karajanova: ForteBank, Head of PR & CSR
Marat Botin: ForteBank, Digital Marketing Director
Kristina Alshevskaya: ForteBank, Chief Design Officer
Tomiris Meirembayeva: ForteBank, Head of Content Management
Umitzhan Zholdybayeva: ForteBank, Senior PR Expert, Project Lead
Vladislav Ignatiev: ForteBank, Senior Designer
