It is often said that one should go beyond the obvious to explore the true depth of things. An iceberg, for example, is much larger in magnitude below the sea level than above it; hence the idiom, “tip of the iceberg”
The same concept was capitalized on by Saatchi & Saatchi Russia.With
the responsibility of promoting Schusev State Museum of Architecture
in Moscow, the agency came up with a highly creative and unique print
campaign, highlighting some of the most famous buildings in Russia. The
campaign was called, “Discover the full story”.
Saint Basil’s Cathedral in Moscow is famous globally for its beauty.
The building creates an awe and is admired everyone who lays eyes on
it. The gist of the campaign was to define the excellence of buildings
via a graphic representation of the intrinsic values they hold. The
path Saatchi & Saatchi took is amazing to say the least. Showing
the building, the agency used designing softwares to show what he
underground roots of the building look like. The resulting images are
amazing. The underground supporting structure is shown as even greater
than the one visible to our eyes.
graphic representation for each building comprised of three parts. The
first showed the building’s underground extension with a greater
grandeur. The next two showed the underground extensions in a blue
print format. The core meaning of this campaign is the emphasis on the
significance of the Schusev State Museum of Architecture. The
monumental buildings not only grace the lands of Russia, but are well
and truly in its roots, laying a foundation for the modern Russia.
Enough said! This magnificent campaign cannot be justified with words
to its true value. The images must be seen and shared.