Moscow - Saatchi & Saatchi Moscow has launched a campaign for the Shchusev State Museum of Architecture. Entitled ‘Discover the Full Story', the press and outdoor campaign aims to encourage more visitors to the museum, whose collection reflects the thousand-year history of Russia's architectural heritage.
Using three symbolic buildings in the city, the main building of Lomonosov Moscow State University, St Basil's Cathedral on Red Square and the Bolshoi Theatre, the images demonstrate that behind the familiar exterior hides a story and there is much more to be discovered.
"The Museum of Architecture is for a wide range of people, not only for the professional audience. We preserve the DNA of the Russian architecture by acknowledging its high importance for our national self-determination and cultural identity. The mission we set for Saatchi & Saatchi was to show people that there are plenty of important and curious things to learn for everyone," said Irina Korobyina, Director of the Shchusev State Museum of Architecture.
"Maybe it was because the museum is used to dealing with things that have lasted for centuries, but the joy of working on this project was being given time to execute it with all the love and care and attention it deserved. It was a chance to, literally, go deeper," said Stuart Robinson, Executive Creative Director, Saatchi & Saatchi Russia.
Shannon Cullum, CEO at the agency, also added: "At Saatchi & Saatchi Russia, we've set ourselves the goal of making Moscow a Lovemark. Projects like the Soviet Ad Festival we organized and our involvement in the design of the Moscow Transit Commission's new ticketing system fit the brief, but this work for Shchusev and the opportunity to celebrate Moscow's under appreciated architecture is spot on."
The Shchusev State Museum of Architecture is the first museum of architecture in the world.