Work is getting Better – Korzinka | Clapboard Ad Archive

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Work is getting Better and Better - Korzinka | Clapboard Ad Archive

Work is getting Better and Better, the ambitious 2022 campaign from Korzinka and agency Synthesis, tackles the deep-rooted barriers facing Uzbek youth in the job market by challenging the resignation and mistrust that keep many from pursuing local employment. As Uzbekistan’s largest and fastest-growing food retailer, Korzinka entered the market conversation not just as an employer but as a disruptor of conventional recruitment by foregrounding the frustrations of young job seekers — lack of experience, nepotistic gatekeeping, informal jobs, wage insecurity, and limited access to education — and countering each point directly with tangible, relevant solutions. In an approach mapped precisely to what Clapboard’s taxonomy defines as FORMAT#2—Show the Problem, each creative execution presents a familiar employment pain point in clear, often humorous terms before immediately introducing a simple, credible Korzinka response: hiring without experience (with internal training), transparent selection criteria divorced from personal connections, guaranteed official employment from the first day, on-time payment assurances, and even support for continued education or financial hardship. The integrated media rollout — primarily in film but spanning across channels — distilled these promises into digestible, upbeat communications that neither patronize nor overpromise, but instead directly confront Uzbekistan’s most pressing youth employment anxieties through levity and empathy. The campaign’s impact was unmistakable: Korzinka reported a fivefold spike in job applications, culminating in 35,000 candidates and the recruitment of 1,640 new hires within three months, clear evidence that its creative strategy did more than attract attention — it converted skepticism into a surge of participation that moved the needle on local youth unemployment. The campaign slots squarely into the Retail category but borrows lessons from Public Utility communications, as it reframes a commercial employer’s recruitment drive into a public-spirited offer that challenges sector-wide stereotypes. Clapboard rates this 69/100. In an industry often content to signal opportunity but not address its underlying obstacles, Korzinka’s campaign signals a pragmatic shift toward employer-led reform positioned at the intersection of business growth and meaningful social impact.

Credits

Client

Korzinka

Agency

Synthesis

Creative Director

Farrukh Sharipov

Csd

Alina Mirzaeva

Account Management

Yulia Gerasimova

Art Director

Tamila Mirzaeva

Creative Copywriter

Sergey Gorobtsov

Designer

Timur Aitov

Hr Director

Nargisa Baymerzaeva

Internal Communications Manager

Makhsud Ermetov

Internal Communications Specialis

Botir Tursunov

Production House

Lunar

Category Mind Map

48%

The campaign "Work is getting Better and Better" for Korzinka addresses prevalent barriers faced by Uzbek youth in employment, including lack of experience, nepotism, unofficial jobs, wage delays, and poor social security. Korzinka positions itself as a transparent and supportive employer that offers entry-level opportunities with training, official employment from day one, timely salary payments, and financial support for education. This proposition directly challenges common negative stereotypes and frustrations that discourage young people from pursuing stable jobs locally. The market strategy leverages a key insight: youth apathy toward local employment stems from systemic issues and mistrust in job prospects. By humanizing and humorously portraying these challenges, the campaign connects emotionally while dismantling entrenched beliefs. Emphasizing Korzinka’s practical solutions and inclusive hiring policies taps into the aspirations and needs of young job seekers disillusioned by traditional hiring practices. The use of humor simplifies complex concerns, making the message accessible and relatable. The campaign’s integrated media approach and clear communication contributed to a fivefold increase in applications and substantial hires within three months, indicating effective resonance with its target audience. Overall, the campaign strategically reframes Korzinka as a reliable and equitable employer in Uzbekistan’s retail sector, addressing the structural employment issues undermining youth engagement.

FORMAT#2 SHOW THE PROBLEM — Highlights a relatable problem, then shows the product as the solution. This campaign for Korzinka directly addresses specific, common issues faced by young job seekers in Uzbekistan: lack of experience, nepotism in hiring, lack of official employment, delayed payments, and weak job security. Using humor, the campaign presents these relatable employment struggles (“I won't get a job because I have no experience,” “Good jobs are only given to relatives or friends,” etc.), then demonstrates how Korzinka answers each with a positive, concrete solution—“We will hire without experience and train ourselves,” “We will provide clear and transparent selection conditions,” and so on. The framing is not a story with resolution but a consistent showcase of problems immediately countered by the brand’s benefits, fitting perfectly with the SHOW THE PROBLEM format. ADVERTISING FORMATS EXPLAINED: https://www.clapboard.com/blog/branding-and-advertising/brand-strategy/12-advertising-creative-formats

1. Korzinka Supermarket – Positioned as Uzbekistan’s largest and most rapidly expanding food retailer, Korzinka focuses on wide product variety, competitive pricing, and a modern shopping experience, while emphasizing local sourcing and community engagement to build customer loyalty. 2. Makro – Targets wholesale buyers and businesses with a focus on bulk sales, offering competitive pricing and extensive product range, positioning itself as the go-to destination for cost-effective large-volume purchases in Uzbekistan’s retail sector. 3. Tashkent City Market – Emphasizes fresh, locally sourced produce and traditional market experience, differentiating by blending modern retail services with cultural authenticity appealing to both older and younger demographics. 4. Good Look Hypermarket – Positions itself as a premium retail destination offering imported and high-quality goods, focusing on customer service excellence and a comfortable, upscale shopping atmosphere to attract middle and upper-class consumers. 5. Navruz Trade – Known for competitive pricing and convenient locations, Navruz Trade appeals to price-sensitive customers by prioritizing accessibility, affordability, and everyday essentials across urban and suburban areas in Uzbekistan.

Q: What is Work is getting Better and Better about? A: Work is getting Better and Better is a 2022 HR campaign created by Synthesis for Korzinka, Uzbekistan’s largest food retailer. Launched in the Uzbek market, the campaign addresses the widespread employment challenges faced by young people, such as lack of experience, nepotism, unofficial jobs, wage delays, and poor social security. Through a series of film and integrated media assets, the campaign humorously highlights these barriers and positions Korzinka as a transparent, supportive employer offering official employment, training, and educational support. The campaign resulted in a significant increase in job applications and hires, directly engaging its target demographic. Q: What creative device does Work is getting Better and Better use? A: Work is getting Better and Better employs the SHOW THE PROBLEM format, as classified by Clapboard’s 12-format taxonomy. This approach presents relatable employment struggles faced by Uzbek youth—such as lack of experience or nepotism—then immediately counters each with Korzinka’s specific solutions, like transparent hiring and on-the-job training. The campaign uses humor and direct messaging to make complex employment issues accessible and engaging, ensuring the brand’s benefits are clearly positioned as answers to real-world problems. This creative device is central to the campaign’s effectiveness and resonance. Q: What is the campaign proposition for Work is getting Better and Better? A: The campaign proposition for Work is getting Better and Better centers on Korzinka’s commitment to dismantling the barriers that discourage Uzbek youth from pursuing stable local employment. By positioning itself as a transparent and supportive employer, Korzinka promises entry-level opportunities with training, official employment from day one, timely salary payments, and financial support for education. This message is targeted at young job seekers disillusioned by systemic issues in the local job market, aiming to restore trust and aspiration in domestic employment. The proposition is highly relevant in Uzbekistan’s retail sector, where youth unemployment and migration are pressing concerns. Q: How does Work is getting Better and Better rank in Clapboard's archive? A: Work is getting Better and Better holds a Clapboard Campaign Score of 69/100. This score reflects the campaign’s creative ambition, execution quality, and cultural relevance as assessed by Clapboard’s global ad archive. Q: Who are the competitors in Korzinka's category? A: In Uzbekistan’s retail sector, Korzinka competes with several key players: Makro targets wholesale buyers and businesses with bulk sales and competitive pricing; Tashkent City Market differentiates itself through fresh, locally sourced produce and a traditional market experience that appeals across generations; Good Look Hypermarket positions as a premium destination with imported goods and an upscale atmosphere; and Navruz Trade focuses on accessibility and affordability, attracting price-sensitive customers with convenient locations and everyday essentials. Each brand carves out a distinct market position in response to evolving consumer needs.