Title	THE WRONG BANK
Brand	TOCHKA BANK
Product/Service	FINANCIAL SERVICE
Category	A04. Production Design / Art Direction
Entrant	VOSKHOD Ekaterinburg, RUSSIA
Idea Creation	VOSKHOD Ekaterinburg, RUSSIA
Production	DADDY'S FILM Moscow, RUSSIA

Name	Company	Position
Andrey Gubaydullin	Voskhod	Creative Director
Anton Rozhin	Voskhod	Copywriter
Darya Ovechkina	Voskhod	Copywriter
Agnieszka Brzezina	Voskhod	Art Director
Dmitry Donik	Voskhod	Head of strategy
Ilya Naishuller	Daddy’s Film Production	Director

Write a short summary of what happens in the film

The action of the video takes place at the museum with moving, “alive” paintings. Officially dressed people are representing conservative bank employees; they reflect the informational field around Tochka Bank. As they are walking through the gallery, they are struggling to understand the art of being a cutting-edge modern bank that Tochka is. They fail to do this, as they miss the main point - the driving force for anything that Tochka does in their activity is love. Love isn’t something you can develop or adopt, it has to be inherent. While Tochka bank is creating, other banks are watching and trying to copy the success. Having failed to understand Tochka’s main work principle, the visitors of the museum conclude that Tochka is a wrong bank.

Cultural / Context information for the jury

According to Russia’s Auditing chamber, 80% of small and medium-sized businesses have to shut down at the first year of work. It happens because of exorbitant taxes, unreasonable demands from the government, absence of infrastructure and low level of financial literacy among the population. There is a pool of monopolist banks who know how to cater to the state’s demands. The system is slow and sluggish, it has worked for years and banks have no courage to change it, as they are afraid to lose customers. Therefore, all banks appeal to one notion only – to reliability. All commercials made for such banks involve stereotypical images of a conventional coffee shop owner or a carpenter who happily use bank services and appreciate their reliability. While Tochka bank is the only bank in the country that changes the market’s conditions, its advertisement becomes a groundbreaking phenomenon in its area as well.

Tell the jury about the production design / art direction. You may wish to comment on choices, challenges or effects.

They say that banks are all about money, that banking service is all about huge amount of papers and time. This system has been working for ages and, as it is hard to change, is considered right. From that point of view, Tochka Bank is wrong, but everything Tochka does wrong is governed by one essential principle – love towards its clients. Understanding of the entrepreneur’s needs and the courage to break the mold has always made Tochka the outsider and the example for other banks at the same time. Their work is art itself – clear and understandable for those who it is done for. At the same time, it is mysterious and odd for close-minded conservatives unable to look deeper beyond the system.