Traditional ornaments are an important part of the history and culture of Uzbekistan. But the memory of them is inevitably lost if there is nowhere to meet them in the modern world. Within the project "Focusing on Tradition" we chose ten memorable Uzbek patterns and applied them to cars by partners of the Yandex Go service. And the locations where you can see patterns in architecture and interior were collected in a special online guide. Users could order our taxi directly from the online guide to the location they wanted to visit. As a result, we succeeded: – More than 150 Yandex Go cars were branded; – More than 6 000 000 people saw these ornaments on our cars; – 900 000+ unique views of the landing and in-app ads; – 5 250 000 unique views of banners and Instagram stories. The project also had a positive impact on the brand image of Yandex Go in Uzbekistan and contributed to the overall growth of metrics. In addition to numeric KPIs, we were also able to remind people about cultural traditions, arouse their interest and show places in the cities of Uzbekistan where national ornaments have been preserved.