W+K Amsterdam Gets Imaginative for S7 Airlines

By Erik Oster Comment

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

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