Good Neighbours Become Good Friends in Colourful Russian Campaign from TutkovBudkov

Candy pinks and punchy teals permeate a new Wes Anderson-esque campaign from Russian agency TutkovBudkov. ‘Lively Apartments, Lovely Neighbours’ for property developer A101 is a whimsical take on community.

The campaign depicts a group of idiosyncratic neighbours getting together at a dinner party – according to the agency the idea is to emphasise the lifestyle and ease with which residents can settle into their new, pre-furnished apartments. And rather than go for cosy visual clichés, the team decided to go for something decidedly more stylised.

In order to bring this idea to life, the agency made seven separate TV commercials highlighting the various unique features of A101 apartments, such as high ceilings, and en suites. They then produced a centrepiece film that gathers all the characters together around a dining table. It’s packed with Easter eggs from the TVCs, which the agency hopes will draw viewers further into what they’re calling ‘theA101 Universe’. The hero film will play out in cinemas in December and will also live online.

Barcelona-based directing collective KinoPravda brought the campaign to life and it was produced by hot Russian production company Stereotactic. TutkovBudkov is the indie Russian agency behind 2016’s disorientating OK GO music video and s7 Airlines ad ‘Upside Down & Inside Out’, as well as a more recent collaboration with local rocker Sergey Shnurov from the band Leningrad and some quirky guerrilla work for PlayStation.