Winners 2016 5. Brilliant execution
GOLDEntrantTUTKOVBUDKOV Creative AgencyTitleOK GO — Upside Down & Inside Out #GravitysJustAHabitAdvertiserS7 AirlinesProduct/ServiceMusic VideoIndustryTransport & TourismCreative DirectorDima Tutkov (TUTKOVBUDKOV)Agency ProducerOleg Barinboim (TUTKOVBUDKOV)Account ManagerSergei Polyakov (TUTKOVBUDKOV)DirectorDamian Kulash (OK GO)DirectorTrish Sie (OK GO)Line ProducerVladimir Sigalov (ProFilm Studio)Director of PhotographyEvgeny Ermolenko (ProFilm Studio)CopywriterEna Shilyaeva (TUTKOVBUDKOV)Art DirectorDmitry Kostuchenko (TUTKOVBUDKOV)PhotographerNikolay Ivanov (TUTKOVBUDKOV)Post ProductionJoe DiSanto, Margaret Ward, Meg Ramsay, Bob Curreri, Wren Waters, Rachel Moorer, & Geoff Stephenson?? (Therapy Studios)Brief description: S7 Airlines is a brand with the mission to inspire people to chase their dreams, and to provide them the means to do so. OK GO is a band with the most improbable dreams. The agency has brought the two together, seeing them as a perfect match, and proceeded with a lyric from the band's latest single, “Gravity is just a habit”, as the motto for the ambitious branded content music video that was intended to be shot entirely in zero gravity aboard a reduced gravity aircraft. The video is a testament to the limitless power of dreams and imagination. Because there is nothing you cannot challenge — even the basic concepts. Even gravity. The agency’s creative concept for the campaign saw the band enacting their signature dancing routine in zero gravity aboard an astronaut training aircraft made to resemble a commercial S7 Airlines plane. Over the course of 3 weeks, the band and crew performed 21 flights for a total of two hours and fifteen minutes in weightlessness. The Russian Cosmonaut Training Center provided the cosmonaut training staff as well as Ilyushin 76 MDK plane. The actual scenes that made it to the final video were shot during parabolic maneuvers of the plane. The longest period of weightlessness it was possible to achieve in these circumstances was 27 seconds long, and after each period of weightlessness it took about five minutes for the plane to recover and prepare for the next round. Because the creators wanted the video to be a single, uninterrupted routine, the crew shot continuously over the course of eight consecutive weightless periods. The action and the music were paused during the non-weightless periods, and these "waiting sections" were eventually cut out, with each transition smoothed over with a morph during post production.
GOLDEntrantFriends MoscowTitleAlive memoryAdvertiserGoogle RussiaProduct/ServiceIt is an image campaign to establish local relevance for GoogleIndustryOtherCreative DirectorArina Avdeeva (FRIENDS MOSCOW)Account directorDaria Davydova (FRIENDS MOSCOW)ProducerAlya Lugovaya (FRIENDS MOSCOW)Digital ProducersPeter Fomichev (FRIENDS MOSCOW)Art DirectorDmitry Maseykin (FRIENDS MOSCOW)Art DirectorAlexander Zavatskiy (FRIENDS MOSCOW)CopywriterAndrey Popov (FRIENDS MOSCOW)Digital Art Director, UX Designer, Designer.David A Ljungberg (Friends Moscow)Digital Producer, Technical Architect, UX Architect.Yuri S Zalvovsky (Friends Moscow)Creative Director Google RussiaMarco Cremona (Google Russia)Head of B2C-marketing Google RussiaNatalya Nesmachnaya (Google Russia)B2C-marketing manager Google RussiaIvan Girba (Google Russia)PR-manager Google RussiaEkaterina Kondratieva (Google Russia)DirectorVictor Gorbachev (Stereotactic (Video-production))OperatorEgor Protsko (Stereotactic (Video-production))Producer NataliaNatalia Urchenko (Stereotactic (Video-production))Sound EngineerPavel Zarenov (Stereotactic (Video-production))Film EditorAleksey Orlov (Stereotactic (Video-production))Sound-designVadim Kolosov (Stereotactic (Video-production))Sound-designAleksandr Turkunov (Stereotactic (Video-production))PhotographerKonstantin Sorokin (Bakehouse Production)IllustratorWillem Rabe (Bakehouse Production)Design and AnimationRuslan Idiatov (Bakehouse Production)OperatorKostya Duffus (Bakehouse Production)Brief description: Problem: World War II – the Great Patriotic War – has affected nearly every family in Russia. And in the span of it, nearly 6 billion letters were sent home from the frontlines. Still, there exists no common, public database that would collect and catalogue them.