Tip of The Iceberg: Below the Famous Russian Buildings

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”.


The 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.


The 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.



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