Ok Go / S7 Airlines - "Upside Down & Inside Out #GravitysJustAHabit"

TutkovBudkov

TutkovBudkov Volgograd, Russland

Awards

34067

Marke: Ok Go / S7 Airlines
Länder: Russland

Werbende: Ok Go

Titel	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.
Agentur	TutkovBudkov
Kampagne	Upside Down & Inside Out #GravitysJustAHabit
Werbende	Ok Go
Marke	Ok Go / S7 Airlines
Posted	April 2016
Geschäftsbereich	Andere
Story	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.
Ergebnis	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.
Medientyp	Musikvideos
Länge	201 seconds
Creative Director	Dima Tutkov
Agency Producer	Oleg Barinboim
Account Executive	Sergey Polyakov
Texter	Ena Shilyaeva
Fotograf	Nikolay Ivanov
Produktionsfirma	ProFilm, Moscow
Produktionsfirma	Bob Industries
Produktionsfirma	Santa Monica
Filmproduzent/Produzent	Vladimir Sigalov
Filmproduzent/Produzent	Mikhail Gerasimov
Filmproduzent/Produzent	tk knowles
Filmproduzent/Produzent	Chuck Ryant
Filmproduzent/Produzent	John O'Grady
Filmproduzent/Produzent	Melissa Murphy
Filmproduzent/Produzent	Kathleen Custer