S7 Airlines - Peace

S7 Airlines - Peace

Russian low-cost carrier S7 latest campaign is a daring initiative amidst the current unrest between Russia and Ukraine. By installing giant banners overnight in the center of Kiev and Moscow on March 13th, the airline showed its commitment to people living in both cities, asking for peace on both sides. The campaign was timed to start a day before the Crimean referendum.

The massive banners (video) found across both cities show the words Moscow on one side, and Kiev on the other with a peace sign in the middle. Although it’s quite a simple message, S7 has done a great job in taking a highly sensitive political topic, and turning it into a branding opportunity.

Utilizing more than 20 of Moscow and Kiev’s biggest outdoor advertising spots – including the largest video screen in Europe – S7 is involved in a brave and socially-responsible campaign. Print ads carrying the same message were also placed in federal newspapers and magazines.