ILLUSTRATIONS OF RUSSIAN CITIES FOR THE NEW HEADQUARTERS OF MEGAFON
Title | ILLUSTRATIONS OF RUSSIAN CITIES FOR THE NEW HEADQUARTERS OF MEGAFON |
Brand | MEGAFON |
Product/Service | TELECOM |
Category |
G03. Illustration |
Entrant
|
CREATIVEPEOPLE Moscow, RUSSIA
|
Idea Creation
|
CREATIVEPEOPLE Moscow, RUSSIA
|
Production
|
CREATIVEPEOPLE Moscow, RUSSIA
|
Credits
Vladimir Kulikov |
CreativePeople |
Art Director |
Alexander Mikhaylov |
CreativePeople |
Art Director |
Anna Swarovskaya |
CreativePeople |
Graphic Designer |
Alexander Medvinskiy |
CreativePeople |
Head of department |
Anastasia Lentisheva |
CreativePeople |
Account Manager |
Antonina Aleksandrova |
— |
Illustrator |
Anton Yermolov |
— |
Illustrator |
Maria Zaikina |
— |
Illustrator |
Ilya Kutoboy |
— |
Illustrator |
Ivan Orlov |
— |
Illustrator |
Dmitry Zaviyalov |
— |
Illustrator |
Andrew Lebedinsky |
— |
Illustrator |
Mikhail Priemyshev |
— |
Illustrator |
Xenia Bystrova |
— |
Illustrator |
Ioana Sopov |
— |
Illustrator |
Alena Shebarova |
MegaFon |
Creative Director |
Irina Kochkina |
MegaFon |
Art Director |
Alexandra Sherbovich |
MegaFon |
Art Director |
Olga Gnedaya |
MegaFon |
Designer |
Alexandra Potapova |
MegaFon |
Brand Manager |
Sergey Borisov |
CreativePeople |
Art Director |
The Campaign
Moscow — a look at modern Moscow with eyes of a person from the times of light romanticism and the style of the Soviet film “Moscow does not believe in tears”.
Vladivostok — a true diversity from the bottom of the sea to the tops of the hills.
Yekaterinburg — a city of Russian rock.
Kaliningrad — locked between foreign countries away from “brothers” and “sisters”.
Nizhny Novgorod — history, culture, significance.
Novosibirsk — an austere city of science with a hint of constructivism.
Samara — No, this illustration is not about “The Ring” creepy heroine. Samara is the sixth largest city in Russia, it’s sunny and not creepy at all.
Saint-Petersburg — authentic mystical roofs in the famous White Nights.
Sochi — What happens in Sochi stays in Sochi.
Krasnodar — The synergy of modernity and tradition, flavored by colorful residents.
Creative Execution
10 artists. 10 different art styles. 10 illustrations measuring 9x4 meters.
Each illustration was created in 4 stages: sketch, drawing in Adobe PhotoShop / Adobe Illustrator OR using 3D-modelling tools, printing on non-woven fabrics and super-delicate paperhanging.
Indication of how successful the outcome was in the market
According to the client, since moving to the new office the level of employees’ satisfaction have risen by 3%. The staff turnover is expected to be reduced by 2-3%.
The illustrations influenced the formation of a special corporate culture. There are now local memes and jokes, such as “let’s have a cup of coffee with Yuri Gagarin” and so on. Furthermore, now all office paths are indicated not by boring arrows and signs, but by Hans the Hippo from Kaliningrad and Sergey Shnurov from Saint-Petersburg. These 10 illustrations are not only emotionally satisfying, but also functional.
«MegaFon» competes for employees both with direct competitors such as GSM operators, and with other large Russian companies. The attractiveness of the office increases their status as an employer and therefore, enhances HR-brand recognition.
The main idea was to decorate the walls in the most passable and crowded places of the office. Each illustration decorates the wall in the kitchen, dining or lounge area. Most employees gather in these places. Thus, illustrations set the tone for the whole office space, because people remember these images, when they come back to their workplaces.
The new office employs 4000 people and there is also about 500 visitors every day. Every employee faces at least one of the illustrations every day.
Furthermore, several online media have published articles about MegaFon’s relocation. This allowed to draw attention of potential employees among the audience of these media resources.