This recently launched promotional campaign by Russian airline S7 is indeed something  original and creative. Just put their ad into the freezer and discover the country of outstanding natural beauty and rich cultural heritage.

What comes to your mind when you think of Russia? Probably images of the coldest country in the world, far away with frozen lands and bears roaming the forest. Not really enticing, right? That’s why Russian airlines S7 decided to dispel these common stereotypes to entice tourism. Their recently launched promotional project is called “Russia: Where Cold is Cool!”

Nobody can argue that Russia can be pretty cold, but S7 managed to present this in a really cool way.  They made an ad that is printed with thermochromatic ink, and the colder it gets, the brighter it becomes. So just put this ad into the freezer and discover the country of outstanding natural beauty and rich cultural heritage.

Russia. Where cold is cool! from Creative Innovation on Vimeo.

Originality and great humour – this package will guarantee the success of this promotional campaign.

S7 Russian Airlines Promotion

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A few words for our Russian followers:

Самые распространенные стереотипы о России – медведи, водка и суровые люди – звучат пугающе. Поэтому авиалинии S7 постарались развенчать эти стереотипы с помощью новой промо-кампании. Принт на новой рекламе «Russia. Where the cold is cool!» Вы сможете увидеть только поместив ее в морозильную камеру, после чего Вы увидите настоящую Россию.