Winners & Shortlists

MOSCOW — KIEV

TitleMOSCOW — KIEV
BrandS7 AIRLINES
Product/ServiceS7 AIRLINES
Category A01. POSTERS
Entrant Company GOOD Moscow, RUSSIA
Advertising Agency GOOD Moscow, RUSSIA
Media Agency CARAT Moscow, RUSSIA
Credits
Name Company Position
Grisha Sorokin GOOD Creative Director
Grisha Sorokin GOOD Art Director
Grisha Sorokin GOOD Copywriter
Gleb Glonti GOOD Copywriter
Gleb Glonti GOOD Producer
Grisha Sorokin GOOD Producer
Katya Bazilevskaya GOOD Strategy Director
Alevtina Kirsanova GOOD Assistant
Evgenija Judzhenich GOOD Assistant

Brief Explanation

The main challenge was not to be political, but recognizable.

The Brief

To promote flights between Moscow and Kiev (flights load decreased during the Russian Ukrainian conflict).

How the final design was conceived

We needed something that doesn't look like an advertising or political statement. Handcrafted illustration, inspired by hippie culture became the best solution.

Indication of how successful the outcome was in the market

More then 50 000 000 validated contacts with campaign in Russia and Ukraine in digital and outdoor. Hundreds of thousands of positive posts, re-tweets and likes in social media engaging people and leading news media in both countries. 71,2% of posts and publications are extremely positive, 25.8 are neutral, 3% are negative. More then 40% daily S7.ru traffic growth affected solely by the campaign. Web-site transactions for promoted destination for both countries grew over 60% during the campaign period. Destination flight load level grew more then 40%. 8% growth of total S7 sales (all destinations) during the campaign period.