A. FILM
B. PRESS
C. OUTDOOR
D. RADIO
E. FILM CRAFT
F. DESIGN
G. INTERACTIVE
H. CREATIVE USE OF MEDIA
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H-02-11. Jewish Museum and Tolerance Center

AgencyLeo Burnett Moscow
Creative headMikhail Kudashkin
Author of ideaLeo Burnett Moscow
ProductJewish Museum and Tolerance Center
Description“The most extraordinary story on Earth”
In 2012 we received a tricky brief: to invite Muscovites to the opening of the Jewish Museum and Tolerance Center. The trick was not only in traditional ignorance of historical museums, but also in traditionally ambiguous perception of the exhibition object. Our solution — to use for communication what Muscovites love regardless of their attitude to museums or Jews: the streets of Moscow. We created a series of materials integrated into city landscape and joined by one single message: “Meet the most extraordinary story on Earth”. The correctness of this decision was proved by a long queue to museum, consisting of people from different backgrounds, nationalities and religions.
Team membersCreative director: Mikhail Kudashkin
Art Director: Selim Unlusoy
Copywriter: Ivan Dergachev, Yulia Samoylenko
Design Studio Creative director: Dmitry Jakovlev
Designer: Anatoliy Grashchenko, Kirill Sirotin