Playful and highly-stylised film for Russian property developer A101 set to intrigue Christmas cinemagoers, writes Laura Swinton
Candy pinks and punchy teals permeate a new Wes Anderson-esque campaign from Russian agency TutkovBudkov. ‘Lively Apartments, Lovely Neighbours’ for property developer A101 is a whimsical take on community.
The campaign depicts a group of idiosyncratic neighbours getting together at a dinner party – according to the agency the idea is to emphasise the lifestyle and ease with which residents can settle into their new, pre-furnished apartments. And rather than go for cosy visual clichés, the team decided to go for something decidedly more stylised.
In order to bring this idea to life, the agency made seven separate TV commercials highlighting the various unique features of A101 apartments, such as high ceilings, and en suites. They then produced a centrepiece film that gathers all the characters together around a dining table. It’s packed with Easter eggs from the TVCs, which the agency hopes will draw viewers further into what they’re calling ‘theA101 Universe’. The hero film will play out in cinemas in December and will also live online.