Responses by Roman Kirichenko, art director, Elena Palamarchuk, SEO and Mikhail Rakov, creative director/copywriter, Jekyll & Hyde
Background: The main task for Swedish online flight search service Avionero was to remind people about scheduling their summer vacations. Many people put off planning their vacations, thinking that they have three months of warm weather ahead, so they don’t have to be in a hurry. We especially wanted to get attention of people who have kids. For many people, summer is the only season when they can go on vacations with their families.
Reasoning: In Russia, we have a joke about how short Russian summers are, saying: “This summer was unbelievably hot and sunny. It is pity that I was ill that day.” We wanted to show people who live in the north countries that summer is really short. So what are you waiting for? Start planning your vacation.
Challenges: People have different desires for their vacations. Some people prefer to go to museums on their times off. Other people enjoy doing nothing on a beach. But you have to take all their preferences into consideration; it is always hard.
Favorite details: Michelangelo’s David sculpture on the ads. It is both the most intriguing part of the project and the funniest because a lot of people begged us to move the statue a little bit.
Time constraints: It stopped us. If it hadn’t been for deadline, we would have still been improving our work until now. Since we had a couple of different ways to go at the idea, it would be interesting to try another way next time.