| Title | SBERBANK RUSSIA DAY |
| Brand | SBERBANK |
| Product/Service | SOCIAL CAMPAIGN / IMAGE-BUILDING CAMPAIGN |
| Category |
C07. Co-Creation & User Generated Content |
|
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
| Grisha Sorokin |
GOOD MOSCOW |
Executive Creative Director |
| Alevtina Kirsanova |
GOOD MOSCOW |
Agency Producer |
| Dina Plitukhina |
GOOD Moscow |
Producer |
| Gleb Glonti |
GOOD MOSCOW |
Associate Creative Director |
The Campaign
Create the biggest instagram-story ever and tell about the Russia Day to the generation that has no idea what it's all about.
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.
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.
The Situation
"On the day of a national holiday the bank showed the whole country how various it is and its people as well. As a result it turned into a flashmob on Instagram, involving lots of Instagram users to tell about their life. 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. 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."
The Strategy
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?