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.