Advertising Campaign for Akademichesky District
A giant hand turns a housing district into a scale model.
The Clients created an image campaign for KORTROS and its Akademichesky district in Yekaterinburg, addressing the brief to show that the developer builds a complete neighbourhood rather than isolated apartment buildings. A giant hand was integrated into live-action street footage to place a basketball hoop, lay tram tracks and lower a tram into place, connect benches, plant a tree and open a school; the TV and online film was extended through billboards and digital screens.
Insights
- KORTROS needed to communicate Akademichesky as a complete district with schools, transport and public space, rather than compete only on apartment prices and floor area.
- A giant hand places a basketball hoop, lowers a tram onto tracks and moves benches together. The same action connects district-scale infrastructure with small moments in residents’ lives.
- Aleksandra Chukhnenko and Red Pepper Film shot real streets and residents; the oversized hand was added in post-production. Billboards and digital screens continued the device across Yekaterinburg.
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