Challenge: The Ministry of Press of Russia was alarmed that in modern Russia adults read much less, in particular, less books by classical authors. So we tried to find a surprising and memorable way to revive interest in reading.

Solution: All their life people keep searching for answers to different questions of life and, to do so, they turn to various advisers, experts, consultants. But do they really have to? Aren’t all the answers already contained in the works of classic authors? That’s what we tried to point out to our target – avoiding being didactic, of course. In the
Classifieds section of various publications we have placed advertisements on behalf of famous classic writers who’d offer their services and consultations in many fields
of human activity.

Results: Our campaign had considerable coverage in press and Internet. The Ministry of Press of Russia briefed us on a new and bigger advertising campaign to encourage reading.

Advertising Agency: Leo Burnett, Moscow, Russia
Creative Director: Mikhail Kudashkin
Copywriter: Alexander Ovsyankin
Art Director: Mikhail Yarovikov
Other credits: Dmitry Jakovlev, Assia Boukhnina, Viktoria Prokopavichute, Kirill Sirotin