Russia. Where cold is cool!
The Leo Burnett Moscow agency has created an interactive print, "Russia. Where the cold is cool!", to show tourists the real and modern Russia, and in turn to raise brand awareness for S7 Airlines in Europe.
There are many stereotypes about Russia -- bears on the streets, vodka, nuclear power plants, unfriendly people and many others, which often scare off foreigners. To dispel these myths and increase the popularity of S7 Airlines' international routes from Europe to Russia, Leo Burnett Moscow created an interactive print, using a non-traditional printing technique with thermochromic ink.