Cannes Lions

OK Go — Upside Down & Inside Out

TUTKOVBUDKOV, Volgograd / S7 AIRLINES / 2017

Case Film






S7 Airlines is a Russian airline with the widest domestic route network in the country. Upon becoming a Oneworld Global Airline Alliance member, S7 aimed to increase the number of its international destinations while raising the brand awareness abroad.

A creative campaign that could contribute to any of the goals above became a music video by American indie rock band OK Go that had defined the term ‘viral hit’ in the early 2010s in collaboration with brands such as Samsung, Honda Google, Chevrolet, and others. Together with S7 Airlines, they proceeded with a lyric from the band's latest single, “Gravity is just a habit”, as the motto for their project that was shot entirely in zero gravity aboard a reduced gravity aircraft.

The airplane was made to resemble an actual S7 commercial flight where the band members were able to break every law of physics to realise their dream: break the old habit of gravity. They achieve this with the help of S7 air hostesses who launch the band's lead singer, Damian Kulash, into a series of spins, with the video culminating in a wild party of exploding air balloons filled with paint.

The video launched exclusively on Facebook on 11 Feb 2016, generating over 25,000,000 views in the first 24 hours, with over 50,000,000 views in the first month. Thanks to this and the massive publicity (more than 500 press sources online and in print) that followed the video release, more than 1 billion impressions were generated on the first four days since launch.

Partnering with OK Go created a halo effect for S7 Airlines: the brand recall in foreign territories (Germany, Italy, Spain, Greece) was 29%, with almost a third of viewers saying that the video made them want to know more about the company, while 23% said that they would consider flying with S7 Airlines.

The international success of the video let S7 Airlines freely establish new routes in Western Europe, including Berlin, Dusseldorf, Malaga, Turin, Ibiza, and Rhodes. In December 2016, for the first time ever in S7 Airlines history, the growth on the international routes exceeded the growth on the domestic ones. It is also became one of the highest growth metrics registered amongst European airlines in 2016.

Eventually, S7 Airlines closed the financial year with their net profit tripled, with 2016 becoming their most successful year in history.

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