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Russia. Where the cold is cool!

Agency Network: 
Published/Aired: 
May 2012
S7 Airlines Direct Ad -  Russia. Where the cold is cool!

Description

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. As the “Russia. Where the cold is cool!” print, illustrated with Russian stereotypes, is placed in a freezer, at a certain temperature the special thermochromic ink will appear. The illustration will then gain a whole new meaning, contrary to what was first seen. It is with this unconventional method that Leo Burnett Moscow is communicating the main idea of the campaign – to see the real Russia, you need real Russian frost.

Direct advertisement created by Leo Burnett, Russia for S7 Airlines, within the category: Transport.

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Highest Rated

niniasufle's picture

Balalaika hero! nice DM!

niniasufle
Activity Score 407
Producer/Director at La Red TV
somecopywriter's picture

Great use of the medium, nice stuff.

somecopywriter
Activity Score 1113
Copywriter at Boomtown
KDbranding's picture

Wow, i like the creative concept !!!

KDbranding
Activity Score 78
Graphic Designer
KDbranding's picture

the MAGIC of thermochromic ink!!!

KDbranding
Activity Score 78
Graphic Designer
kleenex's picture

love it.

kleenex
Activity Score 51098
Web Designer/Developer
gonndo's picture

The media and the concept is great, I have my worries about it, but is a good idea in general...

gonndo
Activity Score 1094
Copywriter |

Yes, my profile picture is my dog on my sister's bed, with a pillow and a blanket...

whatjulesate's picture

Great concept and execution!

whatjulesate
Activity Score 69
Administrative at MacLaren McCann
alausa's picture

Clever one.

alausa
Activity Score 1420
Creative Director at Noah's Ark
niniasufle's picture

Balalaika hero! nice DM!

niniasufle
Activity Score 407
Producer/Director at La Red TV
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