Samolet is a construction company, on of the biggest in Eastern Europe. However, in comparison with others it is quite new. And people don't trust construction companies they don't know much about.
I took part in creative strategy and research. Most of Samolet's buyers are first-time homeowners who fear being deceived. Buying an apartment for the first time can be really scary, and it's surrounded by 'horror' stories and reviews. The idea was to exaggerate these 'urban myths,' highlighting that such problems won't arise for those choosing apartments by Samolet.
I took part in creative strategy and research. Most of Samolet's buyers are first-time homeowners who fear being deceived. Buying an apartment for the first time can be really scary, and it's surrounded by 'horror' stories and reviews. The idea was to exaggerate these 'urban myths,' highlighting that such problems won't arise for those choosing apartments by Samolet.
Shooting was extremely fun, and those enormous boots were a legend among the crew for several months. The giant pen also lived in our office for some time.
We won several awards for the movie and the website, which continues the story and is structured as a dialogue between customers and the company.
Not only was it beautiful, but it was also effective: after the campaign, Samolet ranked 2nd in brand awareness among real estate companies in Russia. For comparison, two years prior, they started at 7th place.