Title | AN INSPIRED PIGEON |
Brand | ALFA BANK |
Product/Service | BANKING SERVICES |
Category |
A05. Consumer Services / Business to Business |
Entrant
|
VOSKHOD Ekaterinburg, RUSSIA
|
Idea Creation
|
VOSKHOD Ekaterinburg, RUSSIA
|
Production
|
DADDY'S FILM Moscow, RUSSIA
|
Credits
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.