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OK GO — Upside Down & Inside Out

Award: Wood Pencil

Wood Pencil / Branded Content & Entertainment / Branded Content & Entertainment - Fiction 1-5 mins / 2016

S7 Airlines is a brand with the mission to inspire people to chase their dreams, and provide them the means to do so. OK GO is a band with the most improbable dreams.

The idea was to bring them together under a lyric from the band's latest single, “Gravity is just a habit”, that eventually became the motto for their joint branded content effort — shot entirely in zero gravity aboard a reduced gravity aircraft.

The video was conceived to be a testament to the limitless power of dreams and imagination. Because there is nothing you cannot challenge — even the basic concepts. Even gravity.

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