Title	OK GO — UPSIDE DOWN & INSIDE OUT #GRAVITYSJUSTAHABIT
Brand	S7 AIRLINES
Product/Service	S7 AIRLINES
Category	B10. Best Music / Brand Partnership
Entrant	TUTKOVBUDKOV Volgograd, RUSSIA
Idea Creation	TUTKOVBUDKOV Volgograd, RUSSIA
Idea Creation 2	OK GO New York, USA
Media Placement	TUTKOVBUDKOV Volgograd, RUSSIA
Media Placement 2	OK GO New York, USA
Production	TUTKOVBUDKOV Volgograd, RUSSIA
Production 2	OK GO New York, USA
Production 3	PROFILM Moscow, RUSSIA
Production 4	BOB INDUSTRIES Santa Monica, USA

Name	Company	Position
Dmitry Tutkov	TutkovBudkov	Creative Director
Oleg Barinboim	TutkovBudkov	Copywriter
Sergey Polyakov	TutkovBudkov	Account Manager
Damian Kulash	OK GO	Director

The Campaign

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. Together, they proceeded with a lyric from the band's latest single, “Gravity is just a habit”, as the motto for their ambitious branded content music video that was 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.

Creative Execution

After months of planning, the agency secured Yuri Gagarin Cosmonaut Training Center in Moscow for OK GO to spend three weeks in October playing, testing, and filming. In total, the band and crew flew 21 flights, with 15 zero gravity parabolas per flight, for a total of about two hours and fifteen minutes in weightlessness. Russian Space Agency provided the Il-76 MDK plane and cosmonaut training staff. Russian production company ProFilm provided the crew while American BOB Industries oversaw the production. Award-winning aerialists Anastasia Burdina and Tatiana Martynova played S7 air hostesses, while Damian Kulash and Trish Sie directed.

The video was launched on Facebook on 11 Feb 2016, simultaneously with the release of a short clip on Instagram's main account (with 137 million followers), and exclusive availability of Behind-The-Scenes clips in Instagram's Search and Explore category, Snapchat stories, and partner's websites. With the massive publicity that followed the video release, more than 1 billion impressions were generated. Over 25,000,000 views in the first 24 hours. Over 50,000,000 views in the first month. The project have been covered by more than 500 press sources online and in print. S7 Airlines Facebook and Instagram pages saw increase of 40%, with 30% of the new followers coming from territories other than Russia. OK GO Facebook page grew 35%, and Instagram a staggering 60%.

This is the first artistic music video shot entirely in zero gravity.

Facebook and Instagram were selected as the exclusive platforms for the video release. The idea was to combine their newly revamped video platforms with the reach that only a social network could provide. It would have brought a much stronger response than YouTube, which is essentially a video hosting website and only uses robust instruments of sharing. To ensure global reach of the campaign, major influencers and media sites were engaged to seed the teasers and exclusive behind-the-scenes materials before the launch. Target audience was international.