Banks are stuffy institutions with a formidable way of doing business that they try to disguise with friendly ads. That’s how it always has been and usually is. Except in Russia.
Russian agency, Voskhod, and Tochka Bank have released a six-minute music video about the hardships of entrepreneurs that’s wild – and wonderful. It entered the top 3 in Russian YouTube overnight and continues to rack up views and likes.
Because the video subtitles are in Russian, here’s the agency’s synopsis:
The story is set in a Russian gypsy market of small and medium-sized businesses. It’s grotesque, noisy, chaotic and carnivalesque. An entrepreneur has to overcome the difficulties that the main antagonist, the boss, is responsible for. The boss is a vivid two-in-one representation of the government and monopolies. Together with his family, he terrorises local business people by demanding bribes, robbing the retailers and collecting cash, not paying the bills and bogarting other businesses. So, it’s Russia as it is. However, we believe that together we can make it right.
The mission of Tochka Bank is to ease the life of entrepreneurs within the framework of the Russian market. The economy, government, monopolists – it all fills an entrepreneur’s everyday life with craziness, adventure, and the constant necessity to act while relying only on yourself and your allies.
And its synopsis of the song, All At Once
The song is a rebellious hymn for those who are tired of anyone trying to get in the way of their wildest dreams as the narrator says out loud in a straightforward way, “You say no and I say go f*ck yourself”. The lyrics include provocative lines – “Listen, man, I’m here to take it all”. The hero of the song is willing to take risks – “Everybody here is walking on the edge” – and fight for a better world to live in – the world where you can achieve it all at once.
The film was directed by Emir Kusturica, a Serbian filmmaker and musician with two Cannes Palmes D’Or under his belt. The Hatters, a popular Russian music band, wrote and performed the song. The main characters were played by popular bloggers and entrepreneurs who write about fashion, politics, urban planning and other topics that interest a wide audience – a clever way to increase reach, yes?!
Emir Kusturica, commented, “The shoot was very complicated in terms of the quantity of frames per day and the complexity of the story itself. We needed to conquer a huge amount of content within three short shoot days. The speed was hard to believe. We shot a 6-minute video in 3 days.
I guess nowadays we can call an advertising movie/clip real art. But those who create the advertising campaigns should have in mind the most important things: storytelling, working with actors. They shouldn’t think only about brand colours of the product or how you call it. And they should trust the directors and crew they hire. Otherwise, what’s the point?”
Creative Agency: RA Voskhod
Creative Directors: Andrey Gubaydullin & Anton Rozhin
Copywriting: Aleksandr Parkhomenko
Head of Strategy: Dmitry Donik
Project Manager: Elizaveta Larionova
Post Production: Ilya Linetsky
Production Company: Daddy’s Film Production
Director: Emir Kusturica
DOP: Tim Lobov
Co-Director: Aleksey Smolyar
Executive Producers: Yegor Solomatin & Tatiana Lukovnikova
Line Producer: Damiana Aleksandrova
Crew Chief: Dmitry Dimchevsky
Crew Chief Deputy: Mikhail Goglov
Editing: Svetolik “Mica” Zajc
Colour: Aleksandr Zolotarev (CGF LLC)
Song, All At Once: The Hatters
Lyrics: Yury Muzychenko & Pavel Lichadeev
Director: Daniil Mustaev
Administrator: Daniil Belov
Technical Director: Viktor Kuznetsov
Sound Producer: Andrey Timofeev
Sound Mixing: Ilya Lukashev
Master: Tom Porcell
Special thanks to Roman Pevzner & Aleksandr Baburin
Influencer Agency: Blacklight Agency
Opinion Leaders Managers: Olga Takoeva, Mariia Zhukova & Sofya Zabotina
Co-Founder, Head of Marketing: Yana Gannik
Head of Internet Promotion: Tatiana Kornaushchenko
Creative Producer: Konstantin Baydak
PR Manager: Aleksandra Prytkova
Head of Projects: Sofya Maslennikova
Supervising Designer: Mikhail Kapustin