PJSC Sberbank : Sber named Advertiser of the Year winning 11 Red Apple awards

Sber has enjoyed triumphant success at the 30^th International Advertising Festival Red Apple. The bank won in the main category, Advertiser of the Year, after its case studies received the most points for the prize works presented across the festival's categories. All in all, Sber swept 11 Red Apple accolades.

George from 1973 emerged as the Red Apple hit recognized in different categories with a total of nine prizes (four gold awards, two silver awards, and three bronze awards). The video won in the following Red Apple Marketing categories: Creative Effectiveness, Best Use of Innovative Technologies, Influencers, and Banks.

In the video, Sber managed to move George Miloslavsky, a character in the Soviet movie Ivan Vasilievich Changes Profession, from 1973 to our days. It is in this movie that Leonid Kuravlyov's character says the famous line "Keep your money in a savings bank." Once in the future, the hero learns that now Sber is more than a bank: not just a financial company, but a technology giant, which is always there for you, as always - both in the physical and the digital world. Unprecedented for the Russian advertising market, the project utilized the latest artificial intelligence technology, which helped to recreate the hero's appearance and accurately synthesize his voice from 47 years ago.

Memories, a project for the DomClick service - won two more awards, a bronze and a silver one.

Vladislav Kreynin, senior vice president, director of the Marketing and Communications Department, Sberbank:

"I am happy that the work of the Sber marketing team and our partners in the industry has received 11 awards this year. We have managed to assemble a team of like-minded people who are united by a passion for new things. We search continuously and are not complacent with the conventional advertising mechanics, but are inventing fresh communication methods and, of course, we are reinventing ourselves. I think this philosophy attracts the best people in the market to our team. I would like to thank our SberMarketing agency - together, we became The Advertiser of the Year. In three years, we have built an advertising industry leader from scratch, still being at the start of our journey. Looking at any success as a starting point for interesting endeavors opens up huge prospects for us."

The international Red Apple festival is a major event that unites the world's marketing and advertising professionals and is the most prestigious advertising festival in Russia. Each year the festival brings together creatives from the largest international and Russian communication agencies, heads of marketing and advertising departments from the largest client companies. The event features an exciting educational program and the competition. The festival traditionally holds amazing award ceremonies and other eye-catchers.

This year, more than 80 members of the international jury participated in the Red Apple, including 52 foreign professionals from 24 countries. Put together, the judges have over 450 Cannes Lions awards.