UTAIR DREAM DESTINATION EXPERIMENT
Title | UTAIR DREAM DESTINATION EXPERIMENT |
Brand | UTAIR AIRLINES |
Product/Service | UTAIR AIRLINES |
Category |
B07. Travel |
Entrant
|
FRIENDS Moscow, RUSSIA
|
Idea Creation
|
FRIENDS Moscow, RUSSIA
|
Credits
Alina Scherbinina |
Utair airlines |
Vice President of Marketing Utair airlines |
Maxim Shmakov |
Utair airlines |
Head of Communications Department, Marketing Department Utair airlines |
Mikhail Grigorovich |
Friends Moscow |
Creative director |
Albert Urchukov |
Friends Moscow |
Senior Copywriter |
Ksenia Ferapontova |
Friends Moscow |
Account Director |
Daria Mansurova |
Friends Moscow |
Senior account managers |
Evgenia Egorova |
Friends Moscow |
Senior account managers |
Maxim Korostelev |
Friends Moscow |
Head of Production Department |
Dmitry Saveliev |
Friends Moscow |
Head of the Strategic Department |
Ekaterina Kovaleva |
Friends Moscow |
Producer |
Victor Gorbachev |
Stereotactic production |
Director |
Alexander Medvedko |
Stereotactic production |
Producer |
Alexander Khudokon |
Stereotactic production |
DOP |
Mikhail Khursevich |
Stereotactic production |
DOP |
Write a short summary of what happens in the film
Traditional thinking says that in order to experience genuine emotions, you have to go to “places where no one expected you”: foreign countries and unexplored lands. In fact, the complete opposite is true: nothing holds such a firm and stable emotional hold over us as places and people from our childhood. We wanted to confirm this as something more than an empty statement, but as a scientific fact.
The aim of the video is to help those people overcome the reluctance to spend a vacation in their hometown, remove the stigma of such a trip, and show that going where you belong can be no less emotional than a tropical trip. (edited)
Cultural/Context information for the jury
S7 & Aeroflot, the key players in the market, reinforce the category’s perception of exclusivity. Their aim is to win over the small but wealthy segment of people flying abroad. Hence, their communication looks accordingly — touting dream destinations, remotest corners of the planet, and the best sights and cuisines from all over the world. Important: Russia is incredibly huge. Thousands of kilometers may separate a son who moved to Moscow from his mother living in Siberia. After that, we established that people who’d moved to Moscow from the Russian ‘regions’ often avoid visiting their childhood towns, while regularly vacationing abroad. After moving to the affluent Moscow, people start feeling ashamed of their modest provincial origins. And that was a good starting point.