WE ARE SIBERIA

ClientS7 AIRLINES
Category A02. Rebrand / Refresh of an existing Brand
TitleWE ARE SIBERIA
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

Background

In Summer 2019, over 15,000 square miles of Siberia was engulfed in flames — one of the largest wildfires on Earth in recent history. While the whole world was watching, the Russian media reported nothing, and no relief operation was put in place. S7 Airlines, Russia’s largest private airline, was established in Siberia and was known as Siberia Airlines in 1992 - 2008. This time, it couldn’t stay away and had to take action: 1. Raise awareness of the wildfires in the country where everybody refused to talk about it. 2. Empower people to contribute to a solution. The budget was limited to 100,000 USD. And the required scale was nation-wide.

Describe the creative idea (40% of vote)

We rebranded S7 Airlines back to its original name, Siberia Airlines — but this time, to break the state-wide silence on the matter of Siberian wildfires in Russia. When Russia's largest airline announces that it has to be called Siberia from now on, this piece of news was impossible to ignore. The idea was to specifically target and hack the media, so it would say the word 'Siberia', although it was implicitly denied by the government. By announcing their new slogan, 'We Are Siberia', S7 Airlines got to make a bold statement via the media and unite Russian people around a common problem: acknowledging and helping Siberia. In a reality where Arctic circle is melting because of the wildfires in Amazon and Siberia, everyone on the planet is a part of Siberia — and needs to take action.

Describe the execution (40% of vote)

On August 1, S7 Airlines changed its name back to Siberia on every level of communication, including airport announcements, in-flight communication, boarding passes, social networks and its web hub. The new Siberia logo replicated the original, using the same Soviet-era serifs. 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. On the next day, S7 Airlines announced #WeAreSiberia campaign — the airline’s pledge to turn each ticket sold in and out of Siberia into 1 new tree. Accompanying that, a website was launched that crowdsourced donations from people around the world. By donating their own money or S7 miles, people ensured more trees to be planted in Siberia.

List the results (20% of vote)

The word 'Siberia' dominated the Russian news in August 2019, with 15,000,000 USD in earned media. We’ve started an important conversation with over 320,000,000 outreach. Volunteer applications to plant trees in Siberia increased 3 times. The initiative was backed by UNILEVER and other global brands (including Yandex and Tinkoff Bank) that donated a part of their proceedings towards the cause. The airline fundraised for 1,000,000 trees to be planted in Siberia over the next 3 years. More than 50% came from donations from #WeAreSiberia website. We showed how the brand can initiate a movement.