2012 Results

CAT 21 - Consumer Direct (DM)



S7 Airlines, "Russia, Where Cold is Cool!"21-01178-DM

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.