S7 Airlines: Russia. Where the cold is cool! by Leo Burnett Moscow for S7

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S7 Airlines: Russia. Where the cold is cool!

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Industry Airlines
Media Design & Branding
Market Russia
Agency Leo Burnett Moscow
Creative Director Grisha Sorokin
Art Director Grisha Sorokin, Mikhail Yarovikov, Andrey Klemenkov, Alexander Pokhvalin
Copywriter Alexander Ovsyankin, Erkin Bekmirzaev, Andrey Donov
Illustrator Fiodor Sumkin
Released May 2012

Awards

Epica Awards 2012
Direct Marketing Consumer Direct Bronze

Credits & Description

Category: Advertising Typography
Advertiser: S7 AIRLINES
Product/Service: FLIGHTS TO RUSSIA
Agency: LEO BURNETT MOSCOW
Chief Creative Officer: Mikhail Kudashkin (Leo Burnett)
Creative Director: Grisha Sorokin (Leo Burnett)
Art Director: Grisha Sorokin (Leo Burnett)
Art Director: Mikhail Yarovikov (Leo Burnett)
Art Director: Andrey Klemenkov (Leo Burnett)
Art Director: Alexander Pokhvalin
Copywriter: Alexander Ovsyankin (Leo Burnett)
Copywriter: Andrey Donov (Leo Burnett)
Copywriter: Erkin Bekmirzaev (Leo Burnett)
Illustrator: Fiodor Sumkin (Leo Burnett)
Media placement: S7 Inflight Magazine - S7 Aircrafts - 1 March 2012

Describe the brief from the client
Our client — S7 Airlines, is one of the biggest Russian airlines.
There are plenty of stereotypes about Russia, and foreigners are often afraid of our country. To invite people from Western Europe to discover the real Russia and fly here with S7, we created an interactive print ad and drew some parts of it with invisible thermochromic ink.

Describe the challenges and key objectives
When you put the ad in the freezer for a short while, the thermochromic ink appears and gives a whole new meaning to the initial picture. To see the genuine Russia, you need real Russian frost.

Describe how you arrived at the final design
The print was drawn by a talented Russian illustrator. He has been living abroad for 10 years and is familiar with both – the stereotypes about Russia, and with the real Russia. We chose the most common clichés about our country and combined them into a single image. Every situation is drawn in as much detail as possible in order to create a sense of completeness and make the final change (when the invisible ink suddenly appears) more dramatic.

Give some indication of how successful the outcome was in the market
The ad accelerated the S7’s sales in Western Europe and generated huge online and offline buzz.