S7 Airlines: Where Cold is Cool

Freeze to reveal.

Editor's Pick

To promote Russian airline S7 in Europe, Leo Burnett Moscow created an interactive print ad using invisible thermochromic ink for parts of the illustration. The ad came with instructions to put the ad in the freezer because 'to discover the real Russia, you need real Russian frost'. Once frozen, the real picture - which challenges cliches about Russia in a humorous way - emerges.

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About

Credits
Date
May 14, 2012
Agency:
Leo Burnett Moscow
Client:
S7 Airlines
Creative Director:
Grisha Sorokin
Creative Director:
Mikhail Kudashkin
Art Director:
Grisha Sorokin
Art Director:
Mikhail Yarovikov
Art Director:
Andrey Klemenkov
Art Director:
Alexander Pokhvalin
CW:
Alexander Ovsyankin
CW:
Andrey Donov
Illustrator:
Fiodor Sumkin
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