Last summer, no one at W+K Amsterdam would confirm a tip that the agency had won creative duties for S7 Airlines, beating out three other agencies in a review after initially working with the airline on a project basis. Now, W+K Amsterdam has revealed new work for The Airline Formerly Known as Siberia Airlines with the integrated campaign, “Fly to anywhere you can imagine.”
At the center of the campaign is a spot in which the agency interviewed twenty children, asking them, “If you could fly to any place you can imagine where would it be?” and documenting each imaginative response. Predictably, these responses included magical creatures like mermaids and dragons, along with one girl who wanted to see prehistoric mammoths. When they asked the children the follow-up question, “Do you think all these places exist?” they were grounded enough to reply in the negative. But the team traveled around the world for places that approximated their decisions, some more than others, resulting in a visually compelling and imaginative montage of exotic locations and ending the spot with the “Fly to anywhere you can imagine” tagline. Broadcast versions of the full-length ad, running in both 30 and 60-second versions, will air across Russia and also play in cinemas across the country. Print, OOH, digital and social components will also support the campaign, including an interactive experience online which allows “visitors to embrace their inner child and discover their own
dream destination.”
“With all the pressures of modern life it’s easy to forget how incredible and mind-blowing our world is. There are so many wondrous destinations to discover and places that are hard to believe exist at all,” explained Wieden+Kennedy Amsterdam Creative Directors Szymon Rose and Daniel Schaefer, in a statement. “The goal of the campaign was to encourage Russian travellers to dream big and remind them that there’s a whole big world out there. By utilizing the limitless imaginations of children we are able to take people on a journey to see our planet in a whole new way.”
Credits:
S7 AIRLINES
Chief Marketing Officer: Tatiana Fileva
Marketing Communications Director: Eleonora Romanova
Brand Manager: Alexandra Komarova
WIEDEN+KENNEDY AMSTERDAM
Executive Creative Directors: Mark Bernath & Eric Quennoy
Creative Directors: Daniel Schaefer & Szymon Rose
Art Director: Vasco Vicente
Copywriter: Evgeny Primachenko
Head of Content: Joe Togneri
Head of Interactive Production: Kelsie van Deman
Broadcast Producer: Lars Fabery de Jonge
Interactive Producer: Arnaud Ronquillo, Alex Grolleman
Planner: Nick Docherty
Group Account Director: Kirk Johnsen
Account Director: Nick Campion
Account Executive: Yulia Prokhorova
Head of Studio: Jackie Barbour
Art Buyer: Maud Klarenbeek, Stacey Prudden
Creative Retoucher: Dario Fusnecher
Studio Artist: Noa Redero
Project Manager: Stacey Prudden
Business Affairs: Kacey Kelley
FILM PRODUCTION
PRODUCTION COMPANY: SMUGGLER LONDON
Co-Managing Director: Fergus Brown & Chris Barrett
Director: Joshua Neale
Director of Photography: Mattias Rudh
Producer: Nick Fewtrell
EDITING COMPANY: TRIM EDITING
Editor Paul Hardcastle, Fouad Gaber (assistant)
AUDIO: POST WAVE LONDON, WAVE AMSTERDAM
Sound Designer/Mixer Aaron Reynolds – London
Alex Nicholls-Lee – Amsterdam
MUSIC
Composer / Title Philip Kay / Across Endless Skies
Music Company: Woodwork Music
POST PRODUCTION: MPC LONDON
Flame: Marcus Dryden
3D: William Lanham
Telecine: Jean-Clement Soret
Producer: Amy Richardson, Lisa Vaughan
FILM PRODUCTION (Russia)
PRODUCTION COMPANY: HYPE PRODUCTION
Executive Producer: Ilya Stewart & Murad Osmann
Producer: Julia Samoylova
DIGITAL PRODUCTION – CAMPAIGN WEBSITE
PRODUCTION COMPANY: WILD
Executive Producer: Thomas Ragger
Creative Technologist: Thomas Strobl
Creative Director: Thomas Lichtblau
Art Director: Matthias Mentasti
DIGITAL: BANNERS PRODUCTION
PRODUCTION COMPANY: Bannerboy
Head of Production: Henrik Anestedt
Producer: Alexandra Psalti