SBERBANK RUSSIA DAY

ClientSBERBANK
Category C07. Co-Creation & User Generated Content
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
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?