Our client — S7 Airlines, is one of the biggest Russian airlines.There are plenty of stereotypes about Russia, and foreigners are often afraid of our country. To invite people from Western Europe to discover the real Russia and fly here with S7, we created an interactive print ad and drew some parts of it with invisible thermochromic ink.

The print was drawn by a talented Russian illustrator. He has been living abroad for 10 years and is familiar with both – the stereotypes about Russia, and with the real Russia. We chose the most common clichés about our country and combined them into a single image. Every situation is drawn in as much detail as possible in order to create a sense of completeness and make the final change (when the invisible ink suddenly appears) more dramatic.

The ad accelerated S7’s sales in Western Europe and generated huge online and offline buzz.