S7 Airlines is working with Leo Burnett Moscow to create “Russia. Where the Cold is Cool”, an interactive print advertising campaign aimed at the European tourism market. Thermochromic ink was used to create print ads that revealed the real modern Russia when placed in freezing temperatures. Stereotypical images often associated with Russia, bears on the streets, vodka, nuclear power plants, unfriendly people, were replaced or supplemented with more accurate and appealing pictures.
The Cold Is Cool campaign was developed at Leo Burnett Moscow by creative director/art director Grisha Sorokin, creative director Mikhail Kudashkin, art directors Mikhail Yarovikov, Andrey Klemenkov, Alexander Pokhvalin, copywriters Andrey Donov, Alexander Ovsyankin, illustrator Fiodor Sumkin, working with S7 Airlines deputy CEO marketing Tatiana Fileva and marketing manager Artur Vakhrushev. Production was done at Kijjaa! Digital Miracles.