Russian airline S7 is urging people to travel the world for real, rather via social media, in its latest campaign.
A beautiful, abstract film, directed by Salomon Ligthelm via Stink, reads like a comment on society's digital obsessions and addiction. A voiceover recounts how the world has now become a place where you "like places you've never been to, follow people you've never met." Throughout, we see images of beautiful places and things become distorted through static, Instagram-style hearts, filters and Snapchat-style gimmicks. A man reaches out to touch a monkey in the rainforest, only it's virtual reality.
The spot takes a turn and the V.O. reminds you that the "world is bigger than the palm of your hand" and it's there to explore for real. All the gorgeous images then become "tangible," no longer interrupted by all those likes and filters.
Accompanying print ads will carry the same theme. The print showcases photos of popular destinations while the headlines contradict the obvious locations. For example, in one ad, the caption "this_is_not_moscow_yet.jpeg" is superimposed over one of the most famous landmarks in Russia's capital, while "this_is_not_berlin_yet.jpeg" displays a photo of the Brandenburg Gate.
S7 is also doing more than simply encouraging you to visit places in real life: it's also providing an incentive. It's launching a web app, also created by Stink, where you can upload photos of destinations you want to visit, and it will create you a visual of "ticket" to your chosen place. Share it online and you get a discount code on purchasing tickets.
Overall, the ad's artsy touches offers a fresh take on Millennial-targeted advertising. While its "embrace life" mantra and familiar images of attractive young people clearly show who S7 is targeting, the out-of-the-box creative touches make it riveting to watch.
The campaign is by Russian agency Stereotactic, and is running online and on Russian TV.