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B-9-10. Russia - where cold is cool!

AgencyLeo Burnett Moscow
Creative headGrisha Sorokin, Mikhail Yarovikov, Andrey Klemenkov, Alexander Pokhvalin
Author of ideaGrisha Sorokin, Mikhail Kudashkin
ProductAirplane tickets to Russia
DescriptionClient — S7 Airlines, 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. 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.
Team membersCopywriters - Alexander Ovsyankin, Andrey Donov, Erkin Bekmirzaev,
Illustrator - Fyodor Sumkin