S7 Airlines receives the gold award of the Cannes Lions Festival
S7 Airlines has received the gold award of the Cannes Lions International Advertising Festival for a collaboration with the indie rock band OK Go.
The result of collaboration between S7 Airlines and OK Go, a music video of the song Upside Down and Inside Out, has received the gold award of the Festival in the “Design (Video & Moving Images)” category.
In 2016, the music video brought the silver award of the Festival in the most prestigious category, “Film” , the silver award in the category “Entertainment Lions for Music”, as well as the bronze Lion in the category “Film Craft (Achievement in Production)”.
The music video of OK Go became the first professional music video made in zero-gravity conditions. The shooting took place in Russia, on board a unique Il-76MDK aircraft, the flying laboratory, which was provided by the Yuri Gagarin Cosmonaut Training Centre. To imitate the state of zero gravity the aircraft flew along a parabolic trajectory. After take-off, the aircraft picked up a sufficient altitude, then rose at an angle of 45 degrees, then went down and at that moment, for 25 to 30 seconds, came the state of weightlessness and the shooting took place. In total, 21 flights were made during the production of the video. This is more flights than the cosmonauts make in a year during their training. The band spent about 2 hours and 15 minutes in the state of weightlessness.
The project was implemented by the Russian TUTKOVBUDKOV creative agency, which drew a parallel between the bright brand image of S7 Airlines and the band with the most unusual music videos, which have tens of millions of views on YouTube.
This is not the first time an S7 Airlines project receives the awards of the Festival. In 2015, S7 Airlines received the Silver Lion in the “Film” category for the #IWANTTOGOWHERE (#ХОЧУТУДАГДЕ) video, as well as two bronze awards in the “Cyber” category in the “Interfaces & Navigation” and “Live Digital” nominations for the Imagination Machine project for the #IWANTTOGOWHERE (#ХОЧУТУДАГДЕ) advertising campaign. In 2015, the S7 Airlines Moscow-Kiev advertising campaign won the Bronze Lion in the “Outdoor” category at the Cannes Festival, and the Catch-a-Plane iPhone app was awarded the Silver Festival prize in the “Mobile” category.
Currently, S7 Airlines holds nine prizes of the prestigious Cannes Lions International Advertising Festival: a gold one, four bronze ones and four silver ones.
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The airline has a wide internal route network, created on the basis of air transport hubs in Moscow (Domodedovo) and Novosibirsk (Tolmachevo).
In 2007 the company received an official IATA certificate as an IOSA (IATA Operational Safety Audit) operator, becoming the second air carrier in Russia to have successfully passed the full international audit procedure for compliance with operational safety standards.
At the end of 2016, S7 Airlines became the winner of Skyway Service Award aviation award in three categories: the best airline in category “Economy Class, Domestic Scheduled Services”, “Best Loyalty Program” and “Best Online Customer Services.”
The airline is a member of the