Tashkent, Uzbekistan (UzDaily.com) — The Mosaicvertising project, dedicated to saving the cultural treasures of Tashkent—mosaics hidden behind advertising banners—has received international recognition.

At the International Creativity Festival AdBlackSea, held in mid-September in Batumi, Georgia, the Tashkent mosaic case won the Grand Prix! Additionally, it secured a gold award in the Media category for "Use of Print and Outdoor Advertising."

A total of 119 projects made it to the competition shortlist, with the top prize going to representatives from Tashkent! Notably, the festival’s award, perfectly in line with its spirit, was made from plastic collected along the Black Sea coast.

The AdBlackSea Festival has been held since 2015 and is popular among advertising and marketing professionals. Among the winners are projects from Uzbekistan, Slovenia, Bulgaria, Armenia, Azerbaijan, Kazakhstan, Georgia, and other countries.

Furthermore, at the prestigious festival in Kazakhstan, the case about Tashkent mosaics was honored with three gold and three bronze awards!

The 13th International Advertising Festival Jolbors 2024 took place in Almaty on 21-22 September, where the Tashkent video secured three golds in the categories of PR Campaign, ESG Projects, and Reputation and Behavioral Communication, as well as three bronzes in the categories of Media Campaign, Print and Outdoor Advertising, and Brand Experience and Activation. Thus, the Tashkent mosaics became the festival’s main hero in terms of awards received. All the project’s accolades can be viewed on the winners’ page.

This "starfall" of awards was made possible through the collaboration of governmental and private organizations, as well as community activists passionate about preserving and promoting the mosaics. This collaboration was not artificially created but united individuals with a shared love for urban mosaics.

Initiated by the Culture and Art Development Foundation and the Agency for Cultural Heritage, the mosaics have been included in Uzbekistan’s cultural heritage list. The Digital Development Department of the Tashkent Hokimat developed a website, animation, and mobile app with augmented reality dedicated to the mosaics.

The case was created by the marketing agency Lokals Central Asia and the payment service Payme. The musical accompaniment for the video was prepared by the local group Loud373 & VAGAN.

Fotima Abdurakhmanova, an enthusiast and initiator of the promotion of Tashkent mosaics, gathered information about their locations and creators.