“We are Siberia”
Client: TUTKOVBUDKOV Creative Agency
In Summer 2019, over 15,000 square miles of Siberia was engulfed in flames — one of the largest wildfires on Earth in recent history. While the whole world was watching, the Russian media reported nothing, and no relief operation was put in place. S7 Airlines, Russia’s largest private airline, was established in Siberia and was known as Siberia Airlines in 1992 - 2008. This time, it couldn’t stay away and had to take action: 1. Raise awareness of the wildfires in the country where everybody refused to talk about it. 2. Empower people to contribute to a solution.
TUTKOVBUDKOV Creative Agency rebranded S7 Airlines back to its original name, Siberia Airlines — but this time, to break the state-wide silence on the matter of Siberian wildfires in Russia. By announcing their new slogan, 'We Are Siberia', S7 Airlines got to make a bold statement via the media and unite Russian people around a common problem: acknowledging and helping Siberia. In a reality where Arctic circle is melting because of the wildfires in Amazon and Siberia, everyone on the planet is a part of Siberia — and needs to take action. We all, indeed, are Siberia.
WE documented the whole process of the campaign and created this short film that won dozens of festivals around the world.