Where Cold is Cool
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.

Agency: Leo Burnett Moscow
Creative Director: Grisha Sorokin, Mikhail Kudashkin
Art Director: Grisha Sorokin, Mikhail Yarovikov, Andrey Klemenkov, Alexander Pokhvalin
Copywriter: Andrey Donov, Alexander Ovsyankin
Illustrator: Fiodor Sumkin
Production house: Kijjaa! Digital Miracles

Client: S7 Airlines
Deputy CEO marketing: Tatiana Fileva
John Smith
Jane Doe
When you put the ad in the freezer for a short while...

...the ink appears and gives a whole new meaning to the initial picture.
Where Cold is Cool
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Where Cold is Cool

To invite people from Europe, discover real Russia and fly here with S7, we created an interactive print ad and printed some parts of illustratio Read More
1,086
19,262
44
Published: