To promote Russian airline S7's range of destinations, its agency Wieden & Kennedy Amsterdam asked children to describe the destinations they'd love to visit. In response to their imaginative answers -- involving dragons, mammoths, mermaids, giant sandpits and more -- it found real landscapes and locations that fit with their descriptions.
The integrated campaign also includes print, out of home, radio, digital and social activity, and an interactive website where visitors can create their own dream destination.
Reinterpreting the world through the eyes of a child seems to be a popular creative theme at the moment -- see the V&A Museum of Childhood's clever outdoor campaign, which also broke this week. Meanwhile, a campaign by Belgium's Financial Sector Federation also asked kids their opinions about banking this week.