Faltering economy, ever-changing legislation, corruption, decreasing private and growing government sectors, monopolist pressure force Russian entrepreneurs to struggle on their own.
Tochka – a bank for entrepreneurs – believes that together we can make things right.
To support and inspire small businesses, Tochka made a music video that features the Russian small business market as a gypsy one - grotesque, noisy, chaotic and carnivalesque.
The Hatters – a popular Russian band – wrote and performed the rebellious hymn for those who fight for their wildest dreams. The narrator says it out loud in a straightforward way, and the lyrics evolve to perky lines (“Listen, man, I want to take it all”).
The video features seven short stories about small businesses.
Each entrepreneur has to overcome difficulties that the main evil – the Boss – is responsible for. He is a vivid representation of the government and monopolies. With his family, he terrorizes local businesspeople by not paying the bills, demanding bribes and stealing the money from government tenders. He manipulates the customs, bogarts other businesses, refuses to register and open new businesses, steals the cash and gets rid of those who try to rebel.
It’s like in Russia. But in the video, they unite their forces and beat the Boss.
The main characters were played by popular bloggers and entrepreneurs who write about fashion, politics, automobile industry and other topics.
Famous European director Emir Kusturica created directed the music video. His unique professional feature is distinctive representation of grotesque gypsy style.
Many Internet users related to the topic. The video had the highest rate of shares ever out of all Bank’s campaigns. During the first few hours only, the video hit the top-3 of the Russian YouTube. In total, it received 11 mln views on the Internet.
It became an all-time media reach record and the Bank got its most dramatic increase in the number of clients (+29% in one month). Case video is available here: https://vimeo.com/382008808