| Title | GEORGE FROM 1973 |
| Brand | SBER |
| Product/Service | STATE-OWNED RUSSIAN BANK |
| Category |
D03. Single-market Campaign |
|
Entrant
|
SBER Moscow, RUSSIA
|
|
Idea Creation
|
LEO BURNETT Moscow, RUSSIA
|
|
Media Placement
|
SBER Moscow, RUSSIA
|
|
Production
|
FILM SERVICE Moscow, RUSSIA
|
|
Post Production
|
SYNTICATE GRAPHIC STUDIO Moscow, RUSSIA
|
|
Post Production 2
|
FANCY STATE Moscow, RUSSIA
|
Credits
| Ilya Pryamilov |
Leo Burnett |
developing a creative idea |
| Vasiliy Gubin |
Leo Burnett |
developing a creative idea |
| Tatiana Starikova |
Leo Burnett |
art direction |
| Irina Kazennova |
Leo Burnett |
account direction |
| Tatiana Lomonosova |
Leo Burnett |
planning direction |
| Oksana Shevchenko |
Leo Burnett |
managing direction |
| Anna Bogdanova |
Leo Burnett |
producing |
| Irina Novikova |
Leo Burnett |
producing |
| Irina Kartina |
Leo Burnett |
PR direction |
| Ksenia Sharapova |
Leo Burnett |
PR direction |
| Mikhail Maer |
Leo Burnett |
producing |
| Oleg Petrov |
Speech Technology Center |
production |
| Vladislav Kreinin |
Sber |
Marketing & Communications |
| Alena Kunurina |
Sber |
executive direction |
| Natalia Ivanyuk |
Sber |
expertise |
| Tigran Bezhanov |
Filmservice |
film direction |
| Alexey Kupriyanov |
Filmservice |
photography direction |
| Ekaterina Getta |
Leo Burnett |
production |
| Olga Samoshkina |
Filmservice |
production |
| Elena Khoreva |
Filmservice |
post-production |
| Alexander Kuznetsov |
Filmservice |
producing |
| Roman Tsukanov |
Synticate graphic studio |
direction |
| Vladislav Tkachuk |
Synticate graphic studio |
direction |
| Maria Chmir |
Face swap studio Deepcake |
direction |
| Pavel Tseitlin |
Fancy State Music Agency |
production |
Why is this work relevant for Social & Influencer?
This work is all about deepfake re-creation of the very iconic Russian movie hero and the first SberBank ambassador — George. 47 years after the movie released the deepfake George from 2020 in front of 148 millions of Russians changed the “soviet” image of the bank that the real George created in 1973. By doing so we managed to deliver our message in a very natural, relevant and impactful way.
Background
In 1973 the first SberBank commercial (state-owned Russian bank) came out. It was the scene in one of the most popular and beloved Russian movies: Ivan vasilievich: back to the future. This movie is traditionally broadcasted on TV a month before a New Year. That’s why millions of Russians have seen this old soviet commercial many times for the past 47 years. The charismatic main character George takes 148,000,000 people back to the time when Sberbank was the state-owned network of saving banks. With its slowly moving lines and unfriendly staff, Sberbank was a potent symbol of the stagnant Soviet system. This image of the bank is so powerful that it damages the brand to this day.
December 2020 is a very important time for Sberbank, as the brand is launching new non-financial services on the new year’s eve and this guy from 1973 shouldn't ruin our party.
Describe the creative idea (30% of vote)
How would you like the idea of using the 1973 star to advertise the bank in 2020? Using deepfake magic, we brought George from1973 to 2020 in order to let him see how that old bank has changed and let him advertise the NEW Sber for this time.
Describe the strategy (20% of vote)
For the past 47 years, by a happy coincidence, the beloved movie hero George has been promoting Sberbank in one of the scenes in the main Soviet film. He does it so well that the “soviet” image of the bank with all its disadvantages has become a part of our culture. We decided to use this amazing fact to tell about the global changes in SberBank in 2020. For the first time in 47 years, George stepped back from the script and said something truly new and dizzying about the new Sberbank with the same power and charisma as he was talking about the old bank.
Describe the execution (20% of vote)
Using deepfake magic, we brought George to 2020 in order to let him see how that old bank has changed and let him advertise the NEW Sber for this time. The main commercial was shown during the Film broadcast. In the original film a time machine sent George to the past. And in the commercial he travels to the future, where he discovers nowadays with the new Sberbank services. In addition to the main commercial, George starred in a music video to a new track of the famous rapper Niletto. Also he became a hero of the short film and appeared in a dozen more different clips. We set up Georges' profile in the new Sberbank services, so people could listen to his playlists, discuss films with him, cook using his recipes and much more.
List the results (30% of vote)
George in 2020 became the real hit for the public and media.His appearance marked the new era and changed the perception of Sberbank by millions of Russians.
+2500 stories. George became the main news of all the business and lifestyle media in Russia.
650 MN impressions, 340 in social media
+600 % increase in brand visibility
+400% increase in social conversation around the brand
1100% increase in Sber ecosystem awareness
+1MN new organic users of non-banking services during the ad campaign
UBS analysts raised the business value estimate of Sber’s non-banking services by 4,5 times.
After 47 years of the movie release in front of 148 millions of Russians the deepfake George from 2020 changed the image of the bank that the real George created in 1973.
Please tell us how the work was designed / adapted for a single country / region / market.
In 1973 the first SberBank commercial (state-owned Russian bank) came out. It was the scene in one of the most popular and beloved Russian movies: Ivan vasilievich: back to the future. This movie is traditionally broadcasted on TV a month before a New Year. That’s why millions of Russians have seen this old soviet commercial many times for the past 47 years. The charismatic main character George takes 148,000,000 people back to the time when Sberbank was the state-owned network of saving banks. With its slowly moving lines and unfriendly staff, Sberbank was a potent symbol of the stagnant Soviet system. This image of the bank is so powerful that it damages the brand to this day.
December 2020 is a very important time for Sberbank, as the brand is launching new non-financial services on the new year’s eve and this guy from 1973 shouldn't ruin our party.