Title	SBERBANK RUSSIA DAY
Brand	SBERBANK
Product/Service	SOCIAL CAMPAIGN / IMAGE-BUILDING CAMPAIGN
Category	C03. Use of Social Platforms
Entrant	SBERBANK OF RUSSIA Moscow, RUSSIA
Idea Creation	GOOD Moscow, RUSSIA
Media Placement	GOOD Moscow, RUSSIA
Production	GOOD Moscow, RUSSIA
Production 2	RED PEPPER FILM Moscow, RUSSIA

Name	Company	Position
Grisha Sorokin	GOOD MOSCOW	Executive Creative Director
Alevtina Kirsanova	GOOD MOSCOW	Agency Producer
Gleb Glonti	GOOD MOSCOW	Associate Creative Director
Dina Plitukhina	GOOD Moscow	Producer

The Campaign

Russia Day is a national holiday celebrating the Declaration of Sovereignty signed in 1990 after the fall of the Soviet Union. People commonly call it “Independence Day”. But how do you explain this national holiday to a generation that has no idea what it’s all about? Is it about dignity? Power? Greatness? Scale? Sure. But at the end of the day it’s all about the people. Throughout the celebration day we told stories of work and life from people all over Russia taking part in this nation-wide online flashmob, building the biggest story ever.

Creative Execution

Throughout the celebration day we told stories of work and life from people all over Russia taking part in this nation-wide online flashmob, building the biggest story ever.

Results

It worked like a bomb for a nation exploring its own identity. And people started responding. Responding big. The bank owned all the buzz around the celebration.

This project shows the biggest instagram-story ever communicating with thousands of target audiences on a personal level. Stories cover professional daily life of hundreds of people from all over the country.

Russia Day is a national holiday celebrating the Declaration of Sovereignty signed in 1990 after the fall of the Soviet Union. People commonly call it “Independence Day,” but less than 36% of Russian people under 35 can explain what it means. So, how do you explain this national holiday to a generation that has no idea what it’s all about?