S7 Airlines - Fly To Any Place You Can Imagine

S7 Airlines - Fly To Any Place You Can Imagine

Russian low-cost carrier and Oneworld member S7 Airlines has created a campaign based on the power of imagination. To promote its 900 destinations (including those served by oneworld carriers), the airline worked with Wieden+Kennedy, Amsterdam, to create ‘Fly To Any Place You Can Imagine’, which frames its locations as magical realms dreamed-up by children.

In a 3-minute online film , 20 kids are asked the question ‘Let’s say you can go to any place you can imagine. What would this world look like?’ Their answers range from ‘chocolate lakes’ to ‘a secret world where people live underground’.

The film ends with the reveal that these imaginary locations are reminiscent of real destinations that the airline flies to across the globe, and the kids’ answers are the basis of an integrated campaign, which besides the video – 60 and 30-second versions aired across Russian cinema and TV – includes print, out of home, radio, digital and social activity.

An online discovery tool also encourages visitors to embrace their inner child and find their own dream destination. On the site, users see a view of the sky, where they can digitally pin a message describing a place they imagine visiting. The site then serves up a real suggestion from the S7 route map. Users can then directly book tickets to their dream location, or explore other people’s ideas on the interactive site. People can also post your request on your Facebook and VKontakte page by adding #IWANTTOGOWHERE hashtag.