Saatchi & Saatchi Moscow has launched a campaign today for the Shchusev State Museum of Architecture. Entitled ‘Discover The Full Story’, the pro bono press and outdoor campaign aims to encourage more visitors to the museum, whose collection reflects the thousand-year history of Russia’s architectural heritage. Using three symbolic buildings in the city, the main building of Lomonosov Moscow State University, St Basil’s Cathedral on Red Square and the Bolshoi Theatre, the images demonstrate that behind the familiar exterior hides a story and there is much more to be discovered. The ads will appear in newspapers and magazines, outdoor advertising boards and in metro trains, and will connect with a social media campaign launched in May.
The Discover the Full Story campaign was developed at Saatchi & Saatchi Russia, Moscow, by executive creative director Stuart Robinson, CEO Shannon Cullum, art director Polonski Yuri, copywriters Demakov Anton, Irina Gorshkova, typography team Sergey Sidorov, Anastasia Vedernikova, design team Mark Ignatiev, Vitaly Mashinsky, PR team Kristina Vorobieva, Yana Brekotkina, agency producer Ekaterina Pastukh and account director Khichtchenko Elena working with Schusev State Museum of Architecture Moscow brand managers Anastasia Grigoryan and Alisa Bagdonayte.
Production was done at Carioca Studio.
See behind the scenes work on the campaign on Behance.