ILLUSTRATIONS OF RUSSIAN CITIES FOR THE NEW HEADQUARTERS OF MEGAFON

TitleILLUSTRATIONS OF RUSSIAN CITIES FOR THE NEW HEADQUARTERS OF MEGAFON
BrandMEGAFON
Product/ServiceTELECOM
Category G03. Illustration
Entrant CREATIVEPEOPLE Moscow, RUSSIA
Idea Creation CREATIVEPEOPLE Moscow, RUSSIA
Production CREATIVEPEOPLE Moscow, RUSSIA
Credits
Name Company Position
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.