Earth7
S7 Airlines
Issue 42 | March 2017
Agency
W+K Amsterdam
Creative Team
Executive Creative Directors Mark Bernath Eric Quennoy Creative Directors Joe Burrin Evgeny Primachenko Art Director Teresa Montenegro Copywriters Jake Barnes Annika Taneja Interactive Designer Gustav von Platen
Production Team
Head of Interactive Production Kelsie Van Deman Planners Martin Weigel Alexandre Janneau Group Account Director Clare Pickens Account Director Jorge Fesser Account Manager Yulia Prokhorova Head of Studio Lizzie Murray Project Manager Cory Chonko Business Affairs Kacey Kelley Production Company ISD Group Executive Producer & Art Director Viktor Shkurba UX Director Mikhael Traverse Technical Director Alexander Savin Head of Development Andrew Sergeev Head of Engineering Dmitriy Myshnev Producers Olha Muzychenko Svitlana Mironchuk Natalia Tachinskaya Ilona Lutsenko Alexandra Shamsutdinova Designers Max Hurov Egor Tatarenko Zakhar Kozoliy Aleksei Komarov Vladimir Veshtak Tech Creatives Ihor Tulub Anton M. Viktorovich Production Partners KA.KA.HA Life Time Films Boteon Front pictures Smartgroup
Other Credits
Client: S7 Airlines Deputy General Director Tatiana Fileva Marketing Director Eleonora Romanova Marketing Communications Director Natalia Kozlova Head of Production Group Alexey Krasnov Head of Online Group Elmira Agaeva PR Director Irina Kolesnikova
Date
December 2016
Background
Only 23% of Russians have ever flown.
For S7, formerly Siberian Airlines, the challenge has been to encourage Russians to start dreaming about which of their 900+ destinations they might travel to.
In October 2016 they launched a video narrated by cosmonaut Andrey Borisenko, who had spent 164 days in space watching the planet from afar.
The idea was to show the world from an unexpected side and inspire Russians to want to explore it.
Idea
To build on the notion that the real undiscovered planet was actually planet earth, Earth7 was created, a vehicle like the lunar rovers that had explored the surface of the moon and Mars.
In an installation in Moscow, 'pilots' could sit in front of a huge screen and, thanks to a high-speed data connection and a kinetic armband, control the 75kg aluminium machine 5,000 kilometres away with simple gestures of their hands.
Gamifying the experience, participants had to try to collect three samples of life on earth within three and a half minutes to win two tickets to any S7 destination in the world.
Randomly generated, there were 50 of these samples, including Spanish ham, the Caspian Sea, flamenco, surfing, camels and pesto sauce.
The three challenges the team faced were:
1. They had to design and build an indestructible earth rover.
2. They had to create an intuitive interface that allowed anyone to take control of the advanced robotics system.
3. They had to establish a high-speed connection from Moscow to a desert destination 5,000 kilometres away.
Results
Not yet available
Our Thoughts
The IAB claims that pieces of work credited to three or more agencies have a 42% higher win-rate than average.
For many agencies, learning to let go of the idea in order for others to make more of it has been hard.
Wieden+Kennedy Amsterdam, though, has an impressive track record of innovation through collaboration and this is another example of that relatively recent but essential-to-survive mindset.
Being a creative director of an ad agency today, you have to be able to have the raw idea and have the management skills to get others (six others in this instance) to deliver against your original vision. I don’t know who Joe Burrin and Evgeny Primachenko are, but they seem to have done pretty well here.