GROSS and Uzum Market Win Gold Again: The Social Project “VISIBLE BAG” Receives Festival Awards

The social project implemented by the insurance company GROSS, the national marketplace Uzum Market, marketing company Vazari, and agency Synthesis — as part of the road safety campaign Xavfsiz Harakat — has been awarded gold at international creative industry festivals KIAF (Kyiv, Ukraine) and White Square (Minsk, Belarus). This is not the first professional award for the case, which has quickly become a striking example of how businesses can speak about important issues — simply, boldly, and convincingly.

At the heart of the project lies the desire to draw attention to pedestrians. To achieve this, bags were created with reflective elements and familiar road navigation symbols. These bags became both functional accessories and social markers — making the wearer more visible on the road and reminding others of the value of human life.

KIAF (Kyiv International Advertising Festival) is one of the most respected festivals in the fields of advertising and creativity, where the jury evaluates not only visual solutions and strategy but also the real impact on society. The gold award for VISIBLE BAG in the category Creative Communications / Tactical / Real-Time Response confirms that the idea was relevant, the execution was expressive, and the result — meaningful.

At the White Square international creativity festival, the VISIBLE BAG case collected a whole set of awards:

• Best of Contest
• Gold in Branding / Promotional Printed Materials
• Two Silver awards in Outdoor. Sectors / Retail, e-commerce and Brand Environment Design / Points of Sale, Consumer Touchpoints
• Three Bronze awards in Outdoor / Ambient, Media / Ambient Media, and Creative Use of Media / Ambient Media.

These victories are not the first for the Xavfsiz Harakat initiative. Since fall last year, the project has received several awards at international festivals:

PHNX Awards (Paris, May 2025)

• Gold in Product and Packaging Design
• Ranked in the Top 5 Best Responsible Campaigns by ACT Responsible (Advertising Community Together), whose mission is to unite the advertising industry around social responsibility and sustainable development.

Baku Flames (Baku, May 2025)

• Silver in Effective Change Track / Sustainable Development Goals / Prosperity & Innovation

TAF! (Tashkent, October 2024)

• Bronze – Marketing & Creative Effectiveness. PR Campaign
• Bronze – Social / ESG

Jolbors (Almaty, September 2024)

• Gold – Brand Experience and Activation
• Silver – Ideas
• Silver – Creative Use of Printed Materials
• Bronze – Strategy

GROSS emphasizes that this project is part of a systematic effort to build a culture of road safety. The festival awards are yet another confirmation that creativity can engage a wide audience with social issues and contribute to real, positive change.