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The Schusev State Museum of Architecture Campaign Looks Below Surface

 - Jun 12, 2014
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The Schusev State Museum of Architecture ad campaign plays with people's imaginations on an epic scale. It conceptualizes the underbelly of famous buildings in and around Moscow, Russia. Although they are fictional, the campaign reads, "Discover the full story." This encourages people to delve deeper into the history of Russia's architectural heritage in a way that is both entertaining and informative.

Conceived and executed by ad agency Saatchi & Saatchi Russia, the Schusev State Museum of Architecture ad campaign essentially follows a 'tip of the iceberg' motto. The iconic structures are at the top while the underground world garners most of the attention. This visualizes the fact that people don't often know the whole story of the places that surround them, be them locals or tourists.