UTAIR WHERE YOU BELONG "1 FLOOR"

ClientUTAIR AIRLINES
Category A07. Travel
TitleUTAIR WHERE YOU BELONG "1 FLOOR"
Product/ServiceUTAIR AIRLINES
Entrant FRIENDS Moscow, RUSSIA
Idea Creation FRIENDS Moscow, RUSSIA
Credits
Name Company Position
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
Alexander Gronsky non Photographer
Taya Tarabrina non Producer

Cultural/Context information for the jury

This doesn’t look like a dream destination, does it? It has always been a taboo for Russian advertising and film industry to show the bitter reality of Russia — Khruschev-era housing blocks, provincial scenery, asphalt lots, dying villages; in other words, the rough side of life. But this is how 80% of Russia (and most of the cities where leading regional carrier Utair flies) looks like — and it’s nothing to be ashamed of. We wanted to make thousands of Russians change their view into being proud of where their belong.