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. 

Through immersive film, print, OOH, radio and digital activations, the campaign created by Wieden+Kennedy Amsterdam reminds Russians about two wonderful gifts they’ve all been given – the best planet we know, and a life 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 travelling into a valuable and meaningful journey for the senses.

Presented as a visual poem dedicated to Earth itself, the campaign’s film 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, it was shot across the globe including Thai caves, Croatian coasts and St. Petersburg’s stunning Hermitage – the first time an advertising campaign has ever been shot in the historical museum. 

The sensory theme extends to the campaign’s print and OOH, which includes building wraps and billboards across Russia. Each execution is dedicated to a global destination S7 Airlines flies to and portrays a sensation visitors are likely to experience when travelling there – from the culinary smells of Bangkok to the bright lights of Shanghai – with headlines integrated into the imagery to further reflect this sensory immersion.

Agency: W+K Amsterdam

My role: Creative Director

Awards: Eurobest Bronze, CLIO Bronze, Directors Guild Award Nominee