S7 Film Russia, Where Cold is Cool! by Leo Burnett Moscow

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Russia, Where Cold is Cool!

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Industry Airlines
Media Film
Market Russia
Agency Leo Burnett Moscow
Production Kijjaa! Digital Miracles
Released September 2012

Awards

Epica Awards 2012
Direct Marketing Consumer Direct Bronze

Credits & Description

Agency (city): Leo Burnett Moscow
Creative Director(s): Grigory Sorokin, Mikhail Kudashkin
Copywriter(s): Andrey Donov, Alexander Ovsyankin
Art Director(s): Grisha Sorokin, Mikhail Yarovikov, Andrey Klemenkov, Alexander Pokhvalin
Illustrator(s): Fiodor Sumkin
Production: Kijjaa! Digital Miracles
Short explanation
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. 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. To see the genuine Russia, you need real Russian frost