Best Planet

The Problem

With a fraction of the media budget, S7 has to compete with Aeroflot to grow its share of the small Russian air travel market.

The Brief

Make for the emotional high ground. Do what the competition dare not or cannot do : be interesting and entertaining. In other words, attract an unfair share of cultural attention with communications.

The Creative Solution

Sidestep category blandness and position S7 as an engine of imagination and new perspectives. Under the platform Best Planet, we invited people to see travel not just as transport, but as a way of making their entire lives richer.

Visit Earth

The Problem

In tough economic times, Russian households were slashing travel budgets - threatening S7’s relevance and market share.

The Brief

Combat price sensitivity with emotion and depth.

Make travel feel indispensable and accessible by presenting travel - any travel - as a source of renewed appreciation for life.

The Creative Solution

We invited Russians to see Earth through the eyes of alien travellers - beings for whom every moment of human life, from a trip to the corner store to brushing our teeth, was exotic, poetic, and ripe for discovery.

By reframing the everyday as wondrous, we made travel of any kind feel vital again.