George from 1973
Creative idea
How would you like the idea of using the 1973 star to advertise the bank in 2020? Using deepfake magic we brought to 2020 the main hero George from the iconic soviet movie and the first SberBank commercial. This movie is traditionally on air on TV a month before a New Year and the main commercial was shown during the film broadcast. 47 years after the movie released the deepfake George from 2020 in front of 148 millions of Russians changed the “soviet” image of the bank that the real George created in 1973.
Brand name: Sber
Advertiser / client: Sber
Product / service: ecosystem
Campaign name: George from 1973
Agency network: LEO BURNETT
Agency: Leo Burnett Moscow
Additional company: Filmservice
Executive creative director: Ilya Pryamilov
Creative director: Ilya Pryamilov, Vasily Gubin
Art director: Tatiana Starikova
Account director (agency): Irina Kazennova
Managing director: Oksana Shevchenko
Strategic planner / strategist: Tatiana Lomonosova - Strategic Planning Director
Film production: Filmservice
Director: Tigran Bezhanov
Director of photography: Alexey Kupriyanov
Music: Fancy State Music Agency – Chief Music Officer: Pavel Tseitlin
Agency producer: Irina Novikova - Head of production, producers - Anna Bogdanova, Ekaterina Barmak
Post production: Filmservice
Post production producer: Elena Khoreva
Digital production: Face swap studio Deepcake – CEO: Maria Chmir
Digital creative: Synticate graphic studio – Creative Directors: Roman Tsukanov & Vladislav Tkachuk
Additional company: Sber.
Senior vice president, CMO: Vladislav Kreinin;
Executive director: Alena Konurina;
Head of R&D: Oleg Petrov;
Expert: Natalia Ivanyuk.
Filmservice - Executive producer: Ekaterina Getta;
2A graphic studio - Supervisor: Alexander Kuznetsov.
