Where Cold is Cool
17638
1004
41
Add to Collection
About

About

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
To invite people from Europe, discover real Russia and fly here with S7, we created an interactive print ad and printed some parts of illustration with the invisible thermochromic ink. Yes, we do know all these stereotypes. But things are not what they seem to be. 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. Read Less
Published:
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.