SBERBANK RUSSIA DAY

ClientSBERBANK
Category C03. Use of Social Platforms
TitleSBERBANK RUSSIA DAY
Product/ServiceSOCIAL CAMPAIGN / IMAGE-BUILDING CAMPAIGN
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
Credits
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?