Russia's S7 Airlines has come up with an unusual way to promote world travel--it produced a TV series aimed at introducing aliens to Planet Earth, and actually beamed it into space.
Created by agency Wieden & Kennedy Amsterdam, the branded content series "Visit Earth" first aired in Russia at the end of last year, and has now been translated into English. Six 12 minute-long episodes, hosted online, introduce its viewers to different aspects of life on Earth--Nature, Food, Parties, Art, Sport and Love-- as if they’ve never experienced them before. They feature wittiy scripts and some quirky footage -- the production team traveled to Iceland, Italy, Japan, Thailand and Russia and found obscure stories featuring Italian cheese bowlers and Icelandic nudists.
The films, directed by Mackenzie Sheppard via Popcorn, merge real travel footage with graphics, comedic narration and even commercials for things like gravity, air and dumplings. W&K Amsterdam developed the idea, wrote the scripts and led a second director unit. The agency also led on editing, produced the animation and titles and composed several musical pieces.
The series was beamed into space on November 23 by Bauman Moscow State Technical University with an RT 7.5 radio telescope and a specially developed transmitter. The signal is expected to reach exoplanet Gliese 581c in 20 years.
So far, the films have had over 35 million views (on this world, that is), and as part of the campaign, Russians could also become "Earth Ambassadors" and create travel guides for aliens for a chance to win airline tickets. There are no details so far on whether actual aliens have seen the films (or can even understand human-speak, for that matter).
Eleonora Romanova, marketing director at S7 Airlines, says: "The mission of the S7 Airlines brand is to inspire people to travel. Nowadays, with TV views decreasing and younger audiences turning more to online platforms, unusual content is increasingly in demand. This presented us with an opportunity to engage and inspire our audience in a different way. "