Humanity Chain
A decade-old viral rescue cast in bronze, with a final outstretched hand inviting everyone to join the human chain.
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AI Translation Summary
ForteBank turned a real viral moment from Almaty — strangers linking into a human chain to save a dog — into a permanent interactive bronze sculpture on the riverside. Its final outstretched hand invites any passer-by to complete the chain. A fleeting act of solidarity became a new city landmark and a symbol of the bank's promise to help people.
Cultural Context
Almaty is Kazakhstan's largest city, where the original human-chain rescue went viral roughly a decade ago. The sculpture is by acclaimed Kazakh artist Yerbossyn Meldibekov; 'Euromoney' is a global banking-awards publication.
Entry Information
Summary
In a world divided by nationality, religion, political beliefs, people feel that solidarity and mutual support has been lost. Yet when it appears, even briefly, it captures global attention and restores belief in humanity. ForteBank stands for solidarity, mutual help and support. It found a powerful expression of this in a real viral moment from Almaty a decade ago: strangers forming a human chain to save a dog - united beyond any differences. HUMANITY CHAIN ForteBank immortalised this powerful act, transforming a fleeting moment into a lasting symbol of who we can be. The brand brought it to life as a new city landmark - an interactive bronze sculpture precisely recreating the moment, with a final outstretched hand inviting anyone to join the chain.
Strategy
ForteBank stands for solidarity, mutual help and support. Traditionally a corporate-focused bank, it built its reputation by supporting businesses and entrepreneurs. Recognised as the #1 Private Bank in Kazakhstan (Euromoney 2026), it set high standards in serving premium clients. However, despite its strong credentials, the brand remained relatively unknown to a broader mass audience. Following the acquisition of a retail bank, ForteBank entered a new phase - expanding into the consumer mass market and strengthening its presence in retail. At this pivotal moment, the brand updated its positioning and introduced a new platform: “Helping people. Supporting entrepreneurs. Building the future.” This shift required more than new products; it demanded an emotional connection with people.
Execution
‘Humanity Chain,’ a sculpture by renowned Kazakh artist Yerbossyn Meldibekov, was installed on a riverside promenade at the exact place where a real act of humanity once unfolded. Transforming a routine walk into a meaningful experience, the bronze installation is fully interactive: its final outstretched hand invites anyone to join the chain and feel what it means to be human. Not a monument to the past, but a reminder for the future. Most sculptures say, “this happened.” This one says, “let’s make this happen again!” Designed for participation, not observation, it encourages people to step in and embody its values. Even before opening, it became a media sensation, drawing visitors from across the city and quickly turning into a landmark.
Results
The idea drove behavioural change: in 4 days, the bronze hand turned golden - polished by thousands of people visited the installation and physically joined the human chain. People experienced a strong sense of unity and belonging, openly sharing these emotions in comments - turning passive audiences into active participants and strengthening the brand’s association with solidarity and support. With $0 media investment brand reached organically 16+ million people in Kazakhstan (out of 20 million), generating 7+ million reactions (99.9% positive sentiment) and $2.5+ million in earned media significantly increasing awareness and engagement among mass audiences. The experience scaled globally: 820+ million organic views across 105 countries, 73+ million reactions, $20+ million earned media