The Pushkin Institute recently commissioned Moscow-based graphic designer Ira Smolikova to create a series of ads that communicated the prestigious reputation of one of Russia's premiere language schools. Included in the series is Mickey Mouse, Hello Kitty, as well as images of a London phonebooth and the Leaning Tower of Pisa.
Smolikova decided to go with a clever campaign that will resonate well with consumers, referencing both pop cultural tokens, landmarks and the Russian matryoshka dolls. Each print features a culturally iconic image slowly morphing into the shape of the traditional Russian dolls, which were also employed as one of the primary images representing Russia during the Sochi 2014 Olympics.
The highly effective ads suggest that in matriculating with the Pushkin Institute, everyone becomes "a little bit Russian."
Pop Cultural Campaigns
These Matryoshka Dolls Ads for the Pushkin Institute are Highly Effective
Trend Themes
1. Pop Culture Rebranding - Marketers are using established pop culture icons to promote products and institutions, creating disruptive innovation opportunities for traditional branding practices.
2. Cultural Icon Mashups - Designers are combining iconic images from various cultures to create unique and intriguing visuals, creating innovative opportunities for advertising and marketing campaigns.
3. Traditional Meets Modern Advertising - The use of traditional craft arts, such as the Russian matryoshka dolls, combined with modern digital technology, creates innovative and engaging ads that can resonate with consumers across generations.
Industry Implications
1. Language Education - The use of pop culture icons in promoting language and education institutions could generate a new and exciting way of reaching younger audiences, disrupting traditional marketing methods.
2. Advertising and Marketing - Innovative advertising campaigns that incorporate cultural icon mashups and unexpected imagery can disrupt traditional advertising, creating new and exciting ways to reach consumers.
3. Tourism and Travel - Combining iconic landmarks and local crafts can create new and compelling visuals to promote tourism and travel, disrupting traditional methods of showcasing destinations.