MAKING HOMES, NOT HOUSES

TitleMAKING HOMES, NOT HOUSES
BrandBRUSNIKA
Product/ServiceNEW HOUSING DEVELOPMENT
Category F05. Cultural Insight
Entrant VOSKHOD Ekaterinburg, RUSSIA
Idea Creation VOSKHOD Ekaterinburg, RUSSIA
Media Placement VOSKHOD Ekaterinburg, RUSSIA
PR VOSKHOD Ekaterinburg, RUSSIA
Production DADDY'S FILM Moscow, RUSSIA
Credits
Name Company Position
Andrei Gubaidullin Voskhod Creative Director

Write a short summary of what happens in the film

A sad-looking girl looks out of the window of her family’s old flat. Her father picks up the last box of household staff and heads towards the front door. The girl lifts her old and shabby teddy bear from the floor. Walking towards the exit, she looks around the apartment, saying goodbye to it. As the girl wanders through her neighbourhood, she starts to leave with a flourish. There’s a sense of mischievous achievement as she glances back at the boys still playing on the bleak playground. In an ostentatious final move, she turns to throw her teddy back over her shoulder, like a bouquet, to a group of other girls before striding into the family car. Then looking back at her old flat, she grins and gives it the middle finger. Her dad smiles and pulls away, both excited to embark on a new, better adventure thanks to Brusnika.

Please tell us about the cultural insight that inspired the work

In Russia, there are “khrushchevki”. Endless rows of old, grey, ascetic panel boxes from the 70-ies with low ceilings and tiny rooms. At the time, they were built to accommodate families from communal apartments. Now they are considered too small and uncomfortable to cater to the needs of a modern family. Brusnika, a federal developer, builds places you want to call your home. The company believes that it’s time to say goodbye to nostalgia. Move on and move in — to a home where you let go of the past and dream about a better future for you and your kids.