Data shows: more than 70% of those flying out of Moscow, were born and raised in other Russian cities. These people often avoid visiting their childhood towns, while regularly vacationing abroad. The solution was to unlock their sense of obligation to visit their family and friends in regional Russia, utilising the power of nostalgia. Thanks to Soviet housing program, Russians live in similar concrete blocks — from the Baltic Sea to the Pacific — and just by showing 5 types of these houses, we resonated with almost everyone.

It has always been a taboo for Russian advertising to show the bitter but true reality of Russia — Khrushchev-era housing blocks and dying villages. By showing this side of Russia, Utair provoked a media storm: ordinary people, bloggers and professionals began to profess their love for the campaign, while pro-government media accused Utair of going for shock value.