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.
Creative Directors: Grisha Sorokin, Mikhail Kudashkin
Art Directors: Grisha Sorokin, Mikhail Yarovikov, Andrey Klemenkov, Alexander Pokhvalin
Copywriters: Andrey Donov, Alexander Ovsyankin
Illustrator: Fiodor Sumkin
Production house: Kijjaa! Digital Miracles