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

TutkovBudkov

TutkovBudkov Volgograd, Russia

Premi

34004

Marca: Ok Go / S7 Airlines
Paese: Russia

Cliente: Ok Go

Titolo	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.
Agenzia	TutkovBudkov
Campagna	Upside Down & Inside Out #GravitysJustAHabit
Cliente	Ok Go
Marca	Ok Go / S7 Airlines
Posted	Aprile 2016
Settore	Varie
Trama	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.
Risultato	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.
Tipo di Media	Music Video
Lunghezza	201 seconds
Creative Director	Dima Tutkov
Agency Producer	Oleg Barinboim
Account Executive	Sergey Polyakov
Copywriter	Ena Shilyaeva
Photographer	Nikolay Ivanov
Casa di Produzione	ProFilm, Moscow
Casa di Produzione	Bob Industries
Casa di Produzione	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