Identity   Advertising  

Part 1   Part 2  

The making of the advertising campaign for the Year of Culture in Moscow. Part 2

Overview   Process  

We need to come up with more posters for the Year of Culture advertising campaign. Generating ideas. A Tajik handyman with Frida Kahlo’s face.

year of culture ad2 process 01

The client laughs, but rejects the idea. Coming up with a musical staff made of chicken wings on grill.

year of culture ad2 process 02

The art director asks to choose another composer to avoid associations with the fried Imperial Eagle and Russia’s anthem. The client likes the idea but suggests we replace the wings with something nicer. Using rack of lamb.

year of culture ad2 process 03

Adding sausages, adjusting the layout and cooking the lamb well.

year of culture ad2 process 04

The next idea is to have a poem written on a dirty car window.

year of culture ad2 process 05

The art director asks to replace the Mini with a Russian car.

year of culture ad2 process 06

The client comments that it is the year of Lermontov’s 200th birthday and asks to use one of his poems. Suggesting this one.

year of culture ad2 process 07

Client: Look at the license plate! I hope it was an honest mistake, I don’t even want to think that you made it on purpose. And besides, it starts to look as a “Keep Our City Clean” campaign. I can’t see any culture here.

Replacing the van with a white car and choosing a less provocative poem.

year of culture ad2 process 08

Generating more ideas, but all are a miss.

year of culture ad2 process 09

Deciding to put Nabokov’s Lolita on a windshield instead of the traditional Flirt magazine.

year of culture ad2 process 10

Per the client’s request replacing the book, this time choosing The Decameron.

year of culture ad2 process 11

Next up is a ballerina jumping over a puddle.

year of culture ad2 process 12

The client doesn’t like the puddle right in between the girl’s legs, so instead we ask the ballerina to change a light bulb.

year of culture ad2 process 13

Replacing the dress with a shirt and pants.

Coming up with a hair style in the shape of the Eiffel Tower.

year of culture ad2 process 14

Too banal. Deciding to go with the Shukhov Tower. Asking the make-up artist to create a hair tower around a mineral water bottle.

year of culture ad2 process 15

Taking photographs and retouching.

year of culture ad2 process 16

Rounding up with a picture of a child drawing on a wall.

year of culture ad2 process 17
year of culture ad2 process 18

Painting the picture.

year of culture ad2 process 19
year of culture ad2 process 20

Photographing and assembling the poster.


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