SAY IT WITH YOUR BUSINESS
Title | SAY IT WITH YOUR BUSINESS |
Brand | TOCHKA BANK |
Product/Service | TOCHKA'S BANKING SERVICES |
Category |
F02. Challenger Brand |
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
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 Director |
Write a short summary of what happens in the film
The first commercial shows entrepreneurs that are tired from all the empty promises of support they have heard from the government. They go outside and start one-person protests demonstrating their businesses’ mottos. Tochka is a part of the movement; the bank changes its positioning from “Bank for entrepreneurs” to “Bank WITH entrepreneurs”.
The second video was launched during the lockdown period. It features entrepreneurs supporting each other at their homes or quarantined offices.
Please tell us about how the work challenged / was different from the brands competitors
In the country where it’s illegal to freely express your opinion, and even single-person protests are banned, Tochka Bank encourages entrepreneurs to create changes right at their workplaces — instead of just waiting for things to change.