To promote travel on S7 Airlines, one of Russia’s largest carriers, Wieden+Kennedy Amsterdam has created “The Best Planet,” an integrated campaign that depicts the best planet we know from a surprising perspective to awaken the senses and inspire Russians to travel.
The work, including this centerpiece film, reminds Russians about two wonderful gifts they’ve received–the best planet we know, and a lifetime to experience that planet. To communicate these gifts, each of the campaign’s creative executions shows the world from a perspective that allows viewers to truly experience and feel Earth’s beauty and mystery, transforming traveling into a valuable and meaningful journey for the senses.
Presented as a visual poem dedicated to Earth itself, the short is a message from someone who can truly appreciate what it’s like to be away from it–Russian cosmonaut, Andrey Borisenko, who spent 164 days away from Earth on his last expedition. Andrey narrates the film, which celebrates Earth’s hidden wonders by depicting the sensorial experiences different destinations can evoke. Directed by AG Rojas who’s with Park Pictures, it was shot across the globe including Thai caves, Croatian coasts and St. Petersburg’s stunning Hermitage, marking the first time an advertising campaign has ever been shot in the historical museum.
Credits
Client S7 Airlines Agency Wieden+Kennedy Amsterdam Mark Bernath, Eric Quennoy, executive creative directors; Joe Burrin, Evgeny Primachenko, creative directors; Jordi Luna, art director; Scott Smith, copywriter; Joe Togneri, head of content; Michael MacMillan, broadcast producer; Martin Weigel, Alexandre Janneau, planners; Saskia van Zwieten, head of studio; Maud Klarenbeck, head of art production; Noa Redero, studio artist; Cory Chonko, project manager. Production Park Pictures AG Rojas, director; Michael Ragen, DP; Stephen Brierley, exec producer; Sophie Hubble, head of production; Tim Kerrison, producer; Gustavo Alcocer, 2nd unit cameraman. Editorial Trim Editing Dominic Leung, editor. Audio Wave Amsterdam Alex Nicholls-Lee, sound designer/mixer. Music Woodwork Music Title: “There’s No Place Like Earth”–Philip Kay, composer. Postproduction MPC Amsterdam Toby Aldridge, Flame; Jean-Clement Soret, colorist; Thijs Klaassen, producer. Film Production Services Companies Indochina Productions, Thailand Nicholas Simon, producer. Production Company, Croatia Blue Sky Films Mario Zvan, producer. Production Company, Russia Sofia Maltseva, producer.
After losing part of his right leg due to cancer, Terry Fox campaigned to raise national awareness and funding for cancer research by running his Marathon of Hope, a cross-Canada 42-km daily run, on his prosthetic leg. Fox, who died in 1981, is a national hero. His image will be on Canada’s new $5 bill.
In this two-minute video titled “Finish It,” the Marathon of Hope is recreated. It’s all done in one take, and it features an actor/marathon runner who uses a prosthesis on the same leg as Fox. CGI was deployed to make him look more like Fox. To further ensure the actor represented Fox accurately, not only did the actor and team watch and study many videos of Terry, but Terry’s brothers, Fred and Darrel, coached the actor on Terry’s running style and mannerisms. They also created a copy of Terry’s prosthesis for the actor to use for the shoot.
The message is clear. As the Marathon of Hope now marks its 45th anniversary, we now have the opportunity to “Finish It” for Fox, raising money and awareness to get a cure for cancer over the finish line, completing the work that Fox started. The public service film starts with Fox on the marathon run, eventually joined by a crowd of other dedicated runners from all walks of life who take over the race.
Mark Zibert directed via production company Scouts Honour for Toronto agency Diamond. The video features a never-before-heard version of the song “Courage” from Canadian band The Tragically Hip.
“We wanted to create a campaign that captures the magnitude of Terry Fox’s legacy while driving meaningful action,” said Peter Ignazi, chief creative officer at Diamond. “By revisiting the Marathon of Hope with such care and reverence, we aimed to reignite Terry’s mission and... Read More
