Title	ALL AT ONCE
Brand	TOCHKA BANK
Product/Service	TOCHKA'S BANKING SERVICES
Category	E04. Use of Original Composition
Entrant	VOSKHOD Ekaterinburg, RUSSIA
Idea Creation	VOSKHOD Ekaterinburg, RUSSIA
Media Placement	VOSKHOD Ekaterinburg, RUSSIA
PR	VOSKHOD Ekaterinburg, RUSSIA
Production	DADDY'S FILM Moscow, RUSSIA

Name	Company	Position
Andrey Gubaydullin	Voskhod	Creative Director
Anton Rozhin	Voskhod	Creative Director
Dmitry Donik	Voskhod	Head of Strategy
Elizaveta Larionova	Voskhod	Project Manager
Ilya Linetsky	Voskhod	Agency Producer
Emir Kusturica	Daddy’s Film Production	Director
Tim Lobov	Daddy’s Film Production	DOP
Aleksey Smolyar	Daddy’s Film Production	Co-director
Yegor Solomatin	Daddy’s Film Production	Executive Producer
Tatiana Lukovnikova	Daddy’s Film Production	Executive Producer

Why is this work relevant for Entertainment?

Tochka Bank, a bank for entrepreneurs, praises its clients in every advertising campaign. This time, it decided to support and inspire entrepreneurs through a music video that pictures the realities of Russian business through a metaphor of a gypsy market. The video was directed by Emir Kusturica – a famous European director well-known for his unique farcical gypsy style. A popular music band created and performed the song, a rebellious hymn for all who fight for their dreams. The main characters were played by popular bloggers and entrepreneurs who write about fashion, politics, automobile industry and other topics.

Background

Life of an entrepreneur in Russia is hard: the economy is getting more unstable than ever, the laws keep changing, the government and the monopolists are adding up to the pressure – and all of that fills an entrepreneur’s everyday life with craziness, adventure, absurd conflicts and the constant necessity to act while relying only on yourself and your allies. Businesspeople need support and inspiration to go on and change the world for the best.

Describe the creative idea

The music video was aimed at showing the Russian business realities as a gypsy town — absurd, disorganized and swarming with plotting and scheming, competition, struggle (and sometimes physical fight) and music. The video features seven short stories about small businesses, where each entrepreneur has to overcome difficulties that the main evil – the Boss – is responsible for. He is a vivid two-in-one representation of the government and monopolies. With his family, he terrorizes local businesspeople by not paying the bills, demanding bribes and stealing the money from government tenders. He manipulates the customs, bogarts other businesses, refuses to register and open new businesses, steals the cash and gets rid of those who try to rebel. It is a lot like Russia, but in the video, the entrepreneurs unite their forces and beat the Boss.

Describe the strategy

Target audience includes small&medium business entrepreneurs. The main goal was creating an ad product that concentrated full users’ attention. The song is a rebellious hymn for those tired of anyone trying to get in the way of their wildest dreams, and the lyrics say it out loud in a straightforward and perky way (“Listen, man, I want to take it all”). The hero of the song is willing to take risks and fight for a better world to live in – the world where you can achieve it all at once.

Describe the execution

The music video pictured Russian small and medium-sized businesses as a gypsy market — grotesque, noisy, chaotic. The video turned out to be a bold metaphor of everyday struggle of entrepreneurs in Russia. A famous European director brought the gypsy market to life with all the aesthetic and conceptual details. His creative supervision and art had brought the gypsy market to life with all the aesthetic and conceptual details — decorations, costumes, distinctive characters.

Describe the outcome

The topic resonated in the hearts of many online users. The video had the highest rate of shares out of all of the Bank’s campaigns. In just the first few hours, the video blew up the internet, and hit the top-3 of the Russian YouTube. In total, it received 11 mln views on the Internet. It became an all-time media engagement record – over 200 publications; the Bank got its most dramatic increase in the number of clients – 29%.