Bereke Bank

Bereke Bank's image campaign, created during the rebranding period, is based on the meaning of the word "bereke": well-being, prosperity, family, and confidence in the future. We assembled a cast without the usual "advertising faces"—people recognizable to the Kazakhstani audience.

An image campaign during a name change is a rare case where the cast is more important than the script: it's not the product that needs to be shown, but the person being addressed. Any recognizable "advertising" face would be perceived as alien—the audience believes the neighbor, not the actor.

So we didn't look for types to fit descriptions, but for people who conveyed real life, and we assembled them into a family—so that the kinship was evident without words, just by the way they sat at the same table. In family scenes, this is always more difficult than casting each character individually: it's not the faces that are convincing, but the relationships between them.