Where the cold is cool
S7 Airlines
Issue 24 | October 2012
Agency
Leo Burnett Moscow
Creative Team
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 Team
Production House: Kijjaa! Digital Miracles
Other Credits
S7 Deputy CEO Marketing: Tatiana Fileva Marketing Manager: Artur Vakhrushev
Date
May 2011
Background
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
Idea
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.