BEREKE BUSINESS: A FOUR-HANDED PLAY

TASK

At the end of 2023, a new financial brand appeared in Kazakhstan – Bereke Bank.

In 2024 The agency was tasked with developing a video manifesto for Berekе’s business division

SOLUTION

The agency proposed the concept “A Four-Handed Play”, where the development of a business is compared to the unfolding of a musical composition

In the first half, a business owner plays, beginning with a simple, minimalist version of the melody and gradually complicating the arrangement. In the second half, a bank manager joins in, enriching the sound and keeping the rhythm steady

For the core of the musical composition, the beloved Kazakh composition “Erke Sylqym” was chosen, traditionally performed on the national instrument, the dombra

It is believed that transferring the sound of the dombra to the piano is extremely challenging, but…

RESULT

For the first time, a piano arrangement of a traditional dombra kui was created, composed specifically for a four-hand performance (plus a video that reveals the music)

And the audience loved it.