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Where Cold is Cool

Russia. Where cold is cool!The Leo Burnett Moscow agency has created an interactive print, "Russia. Where the cold is cool!", to show tourists the real and modern Russia, and in turn to raise brand awareness for S7 Airlines in Europe. 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.
Agency: Leo Burnett MoscowCreative Director: Grisha Sorokin, Mikhail KudashkinArt Director: Grisha Sorokin, Mikhail Yarovikov, Andrey Klemenkov, Alexander Pokhvalin Copywriter: Andrey Donov, Alexander Ovsyankin Illustrator: Fiodor SumkinProduction house: Kijjaa! Digital MiraclesClient: S7 AirlinesDeputy CEO marketing: Tatiana Fileva John Smith Jane Doe
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.

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