W+K Amsterdam Realise Kids’ Dream Destinations in Otherworldly S7 Airlines Film

Today S7 Airlines, one of Russia’s largest carriers, reveals Fly to any place you can imagine – an integrated campaign that aims to bring the wonder of flight to a new generation of Russian travellers by taking a fresh look at our amazing world through the eyes of a child.

In partnership with oneworld Airline Alliance, S7 Airlines flies to over 900 destinations worldwide - taking Russian travellers to any place imaginable. To remind them that the whole planet is within their reach, S7 interviewed 20 children and asked one question - ‘if you could fly to any place you can imagine where would it be?”. S7 Airlines then travelled the world to find the children’s ‘dragons’, ‘spaceships’ and ‘lakes made of chocolate’, with their answers and limitless imaginations forming the entire integrated campaign. 

The project, created by Wieden+Kennedy Amsterdam who began working with the brand on a project-basis for the Russian Market late last year, is documented in a 3-minute film that brings to life the children’s answers as destinations. 60-second and 30-second versions of the film will air across Russian cinema and TV, with the campaign also including print, out of home, radio, online pre-rolls, digital and social activity inspired by the imaginations of the children. 

Online an interactive experience enables visitors to embrace their inner child and discover their own dream destination. At iwant.s7.ru users find themselves in a 3D realistic sky, where they can leave a short message of their destination wish on a cloud. A response from S7 Airlines with a personalized URL then flies users from their cloud down to Earth below, where their dream destination is revealed and plotted on a custom-built world map. From here users can directly book tickets to their dream location, or explore other people’s wishes on Earth or in the clouds. Built in partnership with WILD, the site also features a custom algorithm that calculates the actual sunrise and sundown times based on the visitor’s personal location and time zone. 

Wieden+Kennedy Amsterdam Creative Directors, Szymon Rose and Daniel Schaefer, comment: “With all the pressures of modern life it’s easy to forget how incredible and mind-blowing our world is. There are so many wondrous destinations to discover and places that are hard to believe exist at all. The goal of the campaign was to encourage Russian travellers to dream big and remind them that there’s a whole big world out there. By utilizing the limitless imaginations of children we are able to take people on a journey to see our planet in a whole new way.”

S7 Group Chief Marketing Officer, Tatiana Fileva, comments: “In launching this campaign we wanted to communicate to Russian travellers that S7 Airlines, with its own flights and in cooperation with its partners within the global airline alliance oneworld, can offer flights to almost anywhere in the world - to more than 900 destinations in 150 countries. Whichever direction you chose to follow your dreams, S7 Airlines are there to fly you to your dream destination”.

The Fly to any place you can imagine campaign is live across Russia now, with fans able to explore their own dream destination experience at iwant.s7.ru. Around the globe travellers can be inspired and reconnect with the wonders of our world with the English version of the film on S7 Airlines’ YouTube page.