Title	OK GO — UPSIDE DOWN & INSIDE OUT #GRAVITYSJUSTAHABIT
Brand	S7 AIRLINES
Product/Service	S7 AIRLINES
Category	C01. Viral Film
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

Brief Explanation

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 airplane was made to resemble an actual S7 commercial flight where the band members were able to break every law of physics to realise their dream: break the old habit of gravity. They achieve this with the help of S7 air hostesses who launch the band's lead singer, Damian Kulash, into a series of spins, with the video culminating in a wild party of exploding air balloons filled with paint.