Samolet. New dreams

Every developer sold the apartment as a dream you save for over years. For Samolet Group’s campaign “New dreams” we did the opposite: stop dreaming about the apartment, buy it, and make room for a thousand other dreams. The line: “Where apartments stop being a dream.”

Samolet Group is now one of Europe’s largest housing developers. In 2019 it was a young brand known for affordable flats, with no unique selling point, not even on price, and no finished building to put in a film. Only the idea could make it stand out. Meanwhile, developer advertising kept showing a home as something distant, sky-high, worth years of self-denial.

A person fixated on buying a flat puts every other dream on hold: the synthesiser gathers dust, the French lessons wait. So we made Samolet the switch: we want to spare you one dream so you get a thousand new ones. Move in today, and tomorrow you can dream about something else.

A living room among moving boxes. The same couple frozen mid-dream like art installations: a dance lift, a motorcycle through the wall, climbers on a rock, a jungle expedition, a nursery with a baby and a drone. A motion-control camera glides past them in a single move.

Shot on 16 mm film on a built set, most effects in camera. Directed by the duo Indy&Fish with Stereotactic.

In the packshot whales swim over night city blocks, and the same image became the key visual. From February 2020 the campaign ran on TV, online video and outdoor, including digital screens with their own animation. The landing page asked “What do you dream of most?” and ended on a button: “Stop dreaming about an apartment.”

Samolet came back to us for its next brand film, Without adventures, and then for its video annual report, Epic annual report. Selling the same dream as everyone else, with nothing to add but an idea? Tell us about your task.