Currency devaluation, a rise in consumer prices and a fall in incomes, means that Russia has become a poor country again. For many people, travelling overseas has simply become too expensive with 70% of Russians having never left Russia.

Fiercely competing for its share of the domestic air travel business, S7 Airlines - one of Russia’s biggest carriers - briefed us to come up with an idea that would put the wonder back in travel. An idea that would transform travel in people’s minds from being something expensive, to something invaluable. Something that would encourage people to explore the best planet we know.

The objective being to reframe the value of airline travel, drive fame for the brand and grow S7’s share of domestic travel.

EARTH7 aimed to inspire all Russians to travel, however the core target were people 30+ who have flown

before.

EARTH7 was the interactive activation at the heart of ‘The Best Planet’ – an integrated campaign including film, print, OOH, radio and digital activations. It was revealed at an event in Moscow two months following the campaign’s launch.

During the event, players driving the rover had the opportunity to win tickets to any S7 destination worldwide, if they could collect three samples of life on Earth. From jamón to kite-surfing, over 50 samples were rendered on top of the rover’s live video stream in a dynamically generated gaming interface to encourage players to explore the terrain. Each representative of a destination that S7 flies too, these samples of life served as a reminder that from famous attractions to experiences, there are so many amazing things to discover when we travel.