We’ve been given two wonderful gifts. Without argument, the best world there is. And a life to experience that world. Sometimes, all we need is a little shift of perspective to actually appreciate how much we truly have. Experience life, discover the best planet we know.
The ad, created by W+K, Amsterdam for S7 (formerly Siberia Airlines) is the second integrated campaign they've done for the airline. The spot reminds Russians about two wonderful gifts we’ve all been given – the best planet we know, and a lifetime to experience it. To communicate these gifts, each of the campaign’s creative executions shows the world from a perspective that allows viewers to truly experience and feel Earth’s beauty and mystery, transforming travelling into a valuable and meaningful journey for the senses.
Presented as a visual poem dedicated to Earth itself, the campaign’s film is a message from someone who can truly appreciate what it’s like to be away from it – Russian cosmonaut, Andrey Borisenko, who spent 164 days away from Earth on his last expedition. Andrey narrates the film, which celebrates Earth’s hidden wonders by depicting the sensorial experiences different destinations can evoke.
The sensory theme extends to the campaign’s print and OOH, which includes building wraps and billboards across Russia. Each execution is dedicated to a global destination S7 Airlines flies to and portrays a sensation visitors are likely to experience when travelling there – from the culinary smells of Bangkok to the bright lights of Shanghai – with headlines integrated into the imagery to further reflect this sensory immersion. In addition, listeners are transported to jungles, cities and even on a free-diving adventure, with radio spots that emphasize the sounds of each destination to create the feeling of truly being there. via: W+K
CREATIVE CREDITS:
Ad Agency: Wieden + Kennedy, Amsterdam
Executive Creative Directors: Mark Bernath & Eric Quennoy
Creative Directors: Joe Burrin & Evgeny Primachenko
Art Director: Jordi Luna
Copywriter: Scott Smith
Head of Content: Joe Togneri
Broadcast Producer: Michael MacMillan
Planner: Martin Weigel & Alexandre Janneau
Group Account Director: Clare Pickens
Account Director: Jorge Fesser
Account Manager: Yulia Prokhorova
Head of Studio: Saskia van Zwieten
Head of Art Production: Maud Klarenbeek
Studio Artist: Noa Redero
Project Manager: Cory Chonko
Business Affairs: Kacey Kelley
Production Company: Park Pictures
Director: AG Rojas
Director of Photography: Michael Ragen
Executive Producer: Stephen Brierley
Head of Production: Sophie Hubble
Producer: Tim Kerrison
Edit: Trim Editing
Editor: Dominic Leung
Audio: Wave Amsterdam
Sound Designer/Mixer: Alex Nicholls-Lee
Music: Philip Kay, Song: There’s No Place Like Earth
Music Company: Woodwork Music