WE ARE SIBERIA

TitleWE ARE SIBERIA
BrandS7 AIRLINES
Category B01. Brand & Communications Design
Product/ServiceS7 AIRLINES
Entrant TUTKOVBUDKOV Volgograd, RUSSIA
Idea Creation TUTKOVBUDKOV Volgograd, RUSSIA
Media Placement TUTKOVBUDKOV Volgograd, RUSSIA
PR TUTKOVBUDKOV Volgograd, RUSSIA
Production TUTKOVBUDKOV Volgograd, RUSSIA
Credits
Name Company Position
Dmitry Tutkov TUTKOVBUDKOV Chief Creative Officer
Natasha Kuchishkina TUTKOVBUDKOV Art Director
Sergey Polyakov TUTKOVBUDKOV Account Director
Oleg Barinboim TUTKOVBUDKOV Creative Director
Konstantin Novochadov TUTKOVBUDKOV Account Manager

Cultural / Context information for the jury

Russian media are largely controlled by the government. The issue of Siberian wildfires was ignored in the news because the local government in Siberia refused to take action in time — and when they did, the wildfires were too large to control. This is why Russia ended up in a Catch-22 situation, when everybody talked about the wildfires online, but information was kept secret offline. We needed to hack this agenda, so that the word Siberia was almost too big to ignore.

Translation. Provide a full English translation of any text.

СИБИРЬ / Siberia Мы — Сибирь / We Are Siberia

Tell the jury about the art direction.

S7 Airlines, Russia’s largest private airline, was established in Siberia and was known as Siberia Airlines in 1992 - 2008. On August 1 2019, S7 Airlines changed its name back to Siberia again, and did so on every level of communication, including airport communication, boarding passes, social networks and its web hub — but the biggest change was an airplane. A special paintjob was commissioned to paint an S7 airplane with the Siberia branding and a Siberian pine on its tail. Originally blue, the new Siberia Airlines airplane merged with S7 Airlines' trademark green which made sense as this campaign was all about saving trees. The new logo replicated the original, using the same Soviet-era serifs. Retaining that art direction was a must, since majority of Russians express nostalgia regarding the old airline and Soviet aesthetics in general. A rebranded airplane served as outdoor advert about the wildfires in Siberia.