AN INSPIRED PIGEON

TitleAN INSPIRED PIGEON
BrandALFA BANK
Product/ServiceBANKING SERVICES
Category A05. Consumer Services / Business to Business
Entrant VOSKHOD Ekaterinburg, RUSSIA
Idea Creation VOSKHOD Ekaterinburg, RUSSIA
Production DADDY'S FILM Moscow, RUSSIA
Credits
Name Company Position
Andrei Gubaidullin Voskhod Creative Director
Artem Epanchintsev Voskhod Copywriter
Georgy Kornilov Voskhod Copywriter

Write a short summary of what happens in the film

The ad spot reveals Alfa Bank’s new positioning and slogan: “For the smart and the free”. The spot features a pigeon. There’s nothing special about this pigeon; it’s ordinary and grey. Absorbed in the hustle of a big city, it lives a routine pigeon life: walks through the streets, looks for food or a warm spot, interacts with other birds. It notices an Alfa Bank billboard that features Ivan Urgant, the bank's ambassador, and the new slogan: “For the smart and the free”. Finally, it finds the courage and strength to fly and join a group of beautiful white doves. In the sky, the birds form the shape of the letter A. At the end of the spot, a drop of birds’ feces falls on the billboard right on image of the Alfa Bank’s brand ambassador’s face.

Cultural / Context information for the jury

Ivan Urgant, the bank’s celebrity ambassador, takes part in the video. Ivan hosts a popular entertainment talk show “Evening Urgant”, a Russian adaptation of American Late Night Show. According to a Russian superstition, you’ll get richer if bird feces drop on you.