S7 Airlines : Where Cold is Cool

Freeze to reveal.

Published On
May 14, 2012

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.