| 标题 | Upside Down & Inside Out #GravitysJustAHabit |
| Brief | Russian airline S7 helped rock band OK Go transform an aircraft normally used for astronaut training – it leaves the earth’s atmosphere for short periods, provoking weightlessness – into the setting for an amazing music video. Band members and acrobats dressed as cabin crew get up to all sorts of immaculately choreographed japes in zero G. The result is an eye-popping piece of branded content that put S7 and its Russian agency Tutkovbudkov in the headlines. |
| 广告公司 | TutkovBudkov |
| 广告战役 | Upside Down & Inside Out #GravitysJustAHabit |
| 广告主 | Ok Go |
| 品牌 | Ok Go / S7 Airlines |
| Posted | 4月 2016 |
| 行业领域 | 其他 |
| 剧情简介 | S7 Airlines is a brand with the mission to inspire people to chase their dreams, and to provide them the means to do so. OK GO is a band with the most improbable dreams. Together, they proceeded with a lyric from the band's latest single, “Gravity is just a habit”, as the motto for their ambitious branded content music video that was shot entirely in zero gravity aboard a reduced gravity aircraft. On social media impressions were over 250 million active users. With the massive publicity that followed the video release, approximately 3 billion impressions were generated. The video was launched on Facebook on 11 Feb 2016, simultaneously with the release of a short clip on Instagram's main account (with 137 million followers), and exclusive availability of Behind-The-Scenes clips in Instagram's Search and Explore category, Snapchat stories, and partner's websites. |
| 结果 | Over 25,000,000 views in the first 24 hours. Over 50,000,000 views in the first month. The project have been covered by more than 500 press sources online and in print. |
| 媒体类别 | Music Video |
| 长度 | |
| 创意总监 | Dima Tutkov |
| 广告公司制片 | Oleg Barinboim |
| 客户主管 | Sergey Polyakov |
| 文案 | Ena Shilyaeva |
| 摄影师 | Nikolay Ivanov |
| 制作公司 | ProFilm, Moscow |
| 制作公司 | Bob Industries |
| 制作公司 | Santa Monica |
| 制作公司制片 | Vladimir Sigalov |
| 制作公司制片 | Mikhail Gerasimov |
| 制作公司制片 | tk knowles |
| 制作公司制片 | Chuck Ryant |
| 制作公司制片 | John O'Grady |
| 制作公司制片 | Melissa Murphy |
| 制作公司制片 | Kathleen Custer |
More Work
SEE ALLYou’ve Got This, Mom On!
- 品牌:
- Yoplait
- 广告公司:
- 72andSunny
Bundle of Joy: 15
- 品牌:
- Apartments.com
- 广告公司:
- RPA
Earth: 30
- 品牌:
- Apartments.com
- 广告公司:
- RPA
War Room: 30
- 品牌:
- Apartments.com
- 广告公司:
- RPA
Pool
- 品牌:
- FOX Sports
- 广告公司:
- Pereira O'Dell
Drought
- 品牌:
- Energy Upgrade California
- 广告公司:
- Campbell Ewald
Future of the Assist
- 品牌:
- State Farm
- 广告公司:
- Translation
Big Gas Savings
- 品牌:
- Kmart
- 广告公司:
- FCB Chicago