THE SPACE ROVER DESTINED FOR EARTH

TitleTHE SPACE ROVER DESTINED FOR EARTH
BrandS7 AIRLINES
Product/ServicePJSC SIBERIA AIRLINES
Category A02. Applied Innovation
Entrant WIEDEN+KENNEDY AMSTERDAM, THE NETHERLANDS
Idea Creation WIEDEN+KENNEDY AMSTERDAM, THE NETHERLANDS
Idea Creation 2 ISD GROUP Kiev, UKRAINE
Idea Creation 3 WHITEHOUSE POST London, UNITED KINGDOM
Idea Creation 4 WAVE STUDIOS London, UNITED KINGDOM
Production ISD GROUP Kiev, UKRAINE
Production 2 WHITEHOUSE POST London, UNITED KINGDOM
Production 3 WAVE STUDIOS London, UNITED KINGDOM
Production 4 MPC London, UNITED KINGDOM
Credits
Name Company Position
Mark Bernath, Eric Quennoy Wieden+Kennedy Amsterdam Executive Creative Directors
Szymon Rose, Daniel Schaefer Wieden+Kennedy Amsterdam Creative Directors
Henrik Edelbring Wieden+Kennedy Amsterdam Art Directors
Toby Moore Wieden+Kennedy Amsterdam Copywriter
Joe Togneri Wieden+Kennedy Amsterdam Head of Broadcast Production
Heidi Baltzer, Helen Hendry Wieden+Kennedy Amsterdam Broadcast Producers
Khalid El Khouani Wieden+Kennedy Amsterdam Assistant Producer
Martin Weigel Wieden+Kennedy Amsterdam Head of Planning
Nusara Chinnaphasaen Wieden+Kennedy Amsterdam Planner
Will Oakes, Eleanor Thodey Wieden+Kennedy Amsterdam Account Director
Elianne Vermeulen Wieden+Kennedy Amsterdam Account Manager
Kristina Jorgensen Wieden+Kennedy Amsterdam Account Executive
Maud Klarenbeek Wieden+Kennedy Amsterdam Art Buyer
Steele Bonus Wieden+Kennedy Amsterdam Studio Artist
Katie Finn Wieden+Kennedy Amsterdam Project Manager
Michael Graves Wieden+Kennedy Amsterdam Business Affairs
Nacho Gayan STINK (London) Director
Andre Chemetoff STINK (London) Director of Photography
Toni Moreno, Jon Chads STINK (London) Producers
Russell Icke, Gregory Hayes WHITEHOUSE, LONDON Editors
Aaron Reynolds WAVE LONDON Sound Designer/Mixer
Valentin Hadjadj/- Je suis bien content (p) JSBC © 22D Music - Studiocanal Artist/Title
Emmanuel Deletang, Jean Pierre Arquié © 22D Music - Studiocanal Music Producer
Dan Lorenzini (lead) MPC LONDON Flame
Andreas Feix, Andrew Roberts, Rod Norman MPC LONDON Nuke
Mike Diprose, Ross McCabe MPC LONDON 3D
Neil Miller, Gerard Dunleavy MPC LONDON Matte Painting
Jean–Clement Soret MPC LONDON Telecine
Sophie Hogg / Lydia Evitt MPC LONDON Producer

The Campaign

For decades, humanity has sent out rovers to explore the planets we couldn’t. But for most people, the real undiscovered planet is our own. To encourage people to explore the best planet we know we created EARTH7 – a space rover destined for Earth. Revealed at a public event in Moscow, EARTH7 created a portal from Moscow to the world. Combining cutting-edge technology with simple gesture control, users could maneuver the unique rover and explore the remote secret location thousands of miles away where the rover was situated. Seated in front of a huge screen transmitting a live stream from EARTH7’s location, participants were able to remote control the 75kg aluminum machine with just a flick of the wrist. The connection was made using custom built 5,000KM high-speed data channel and kinetic EMG armband. Each participant driving the rover had the opportunity to win return tickets to any S7 destination worldwide.

Creative Execution

EARTH7 aimed to inspire all Russians to travel, however the core target were people 30+ who have flown before. EARTH7 was the interactive activation at the heart of ‘The Best Planet’ – an integrated campaign including film, print, OOH, radio and digital activations. It was revealed at an event in Moscow two months following the campaign’s launch. During the event, players driving the rover had the opportunity to win tickets to any S7 destination worldwide, if they could collect three samples of life on Earth. From jamón to kite-surfing, over 50 samples were rendered on top of the rover’s live video stream in a dynamically generated gaming interface to encourage players to explore the terrain. Each representative of a destination that S7 flies too, these samples of life served as a reminder that from famous attractions to experiences, there are so many amazing things to discover when we travel.

EARTH7 was the interactive activation at the heart of S7’s ‘The Best Planet’ – an integrated national campaign, which included immersive film, print, OOH, radio and digital activations. EARTH7 launched at Moscow’s ARTPLAY Design Center on December 7 2016, as the crescendo to the campaign that went live two months prior on October 5. S7 fans were notified of the public event via the brand’s owned channels including their website and social channels. Hundreds took part throughout the day, with 9 lucky players ultimately winning a return ticket for two to any S7 destination worldwide and 32 winning miles for nearly completing the mission. On the day, the event was streamed live on Facebook and two weeks afterwards a 4-minute film documenting EARTH7‘s reveal was shared on S7’s brand and social channels.

70% of Russians have never left Russia. To them, the rest of our planet feels as remote as Mars. To inspire people to explore the unknown, S7 Airlines created EARTH7 - the space rover destined for Earth. Revealed at a public event in Moscow, EARTH7 created a portal from Moscow to the world. Combining cutting edge space technology with simple gesture control, users could maneuver the unique rover and explore the remote secret location thousands of miles away where it was situated. And be in to win return tickets to any S7 destination worldwide.