MyGov

For Azerbaijan’s digital government platform mygov, we created a jingle and a film that showed the entire country how to answer the question “Where are your documents?” in just one word.

In Azerbaijani, the commonly used response in such situations is “Üstümdə” (“On me”), meaning the documents are physically with you. With mygov, we turned this everyday expression into the core campaign slogan, redefining it in a digital sense. This time, “on me” meant your documents are always with you, on your device.

As a result, we developed a concept that communicated the platform’s key benefits in a fun, memorable, and culturally resonant way across the country.