Production Company Producer
at
ProFilm, Moscow
| Title | 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. |
| Agency | TutkovBudkov |
| Campaign | Upside Down & Inside Out #GravitysJustAHabit |
| Advertiser | Ok Go |
| Brand | Ok Go / S7 Airlines |
| Posted | April 2016 |
| Business Sector | Others |
| 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. |
| Result | 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. |
| Media Type | Music Video |
| Length | |
| Creative Director | Dima Tutkov |
| Agency Producer | Oleg Barinboim |
| Account Executive | Sergey Polyakov |
| Copywriter | Ena Shilyaeva |
| Photographer | Nikolay Ivanov |
| Production Company | ProFilm, Moscow |
| Production Company | Bob Industries |
| Production Company | Santa Monica |
| Production Company Producer | Vladimir Sigalov |
| Production Company Producer | Mikhail Gerasimov |
| Production Company Producer | tk knowles |
| Production Company Producer | Chuck Ryant |
| Production Company Producer | John O'Grady |
| Production Company Producer | Melissa Murphy |
| Production Company Producer | Kathleen Custer |