The Schusev State Museum of Architecture reveals the secrets of Moscow’s monuments.
For the project “Discover the Full Story” the creative agency Saatchi & Saatchi has developed an ad campaign for the Schusev State Museum of Architecture. The goal of the campaign is to promote this amazing museum that holds a collection reflecting the thousand-year architectural heritage of Russia. Front and center in this project are key historical buildings that stand as true symbols of the city: the main building of Moscow State University, Saint Basil’s Cathedral, and the Bolshoi Theater.
This initiative demonstrates that beneath the facade of every building lies an entire history. What most people know about this history is just the tip of the iceberg. The project focuses the attentions of Muscovites and tourists alike on the history of Moscow and the city’s architectural heritage, inviting visitors to the museum to learn the full story of our city’s buildings.
The images for the campaign are widely used in the press, in outdoor advertising and on stickers in the metro.
The Schusev State Museum of Architecture is a main center of cultural life in the heart of Moscow. The museum has a wide audience, including professionals, students in architectural, construction, design, and humanities degrees, architects, architectural historians, as well as members of the public who are interested in architecture. The museum has a busy schedule of exhibitions and lectures.
The collections of the museum today include: graphics from the 18th to the end of the 19th centuries, graphics from the 10th to the 11th centuries, engravings and lithographs, models, furniture and lighting, textiles and tapestries, church sculptures, wood folk carvings, frescos, paintings, postcards, a collection of construction materials, sculptures and reliefs from demolished buildings, an architectural archive of photographic materials, and rare architecture books.
Saatchi & Saatchi is a global advertising agency, part of the Publicis Groupe, the third largest communications group in the world. Its global clients include Deutsche Telekom/T-Mobile, General Mills, Kraft Foods/Cadbury, Mead Johnson, Novartis, Procter & Gamble, Sony Ericsson, Toyota and VISA Europe. Saatchi & Saatchi has around 140 offices worldwide and over 6000 employees, and is known for its outstanding creative ideas that promote strong emotional ties between consumers and products. This is the key element in the “lovemark” theory, a unique methodology developed by Saatchi & Saatchi to raise the status of brands by developing “love beyond reason” and “inspirational consumers.” The Russian branch of Saatchi & Saatchi was founded in 2004, and today the company works with brands such as The Coca-Cola Company, “Diksi”, Friesland Campina, JTI, Kraft Foods, Procter & Gamble, Novartis Pharmaceuticals, and Twinings Tea.