Image Museum of Architecture campaign: Saatchi Russia

Moscow is an extraordinary place filled with history and culture. Like any major city it also has its fair share of challenges. During my last visit in 2012 I issued a simple challenge to our people at Saatchi & Saatchi Moscow: Make the city a better place. What a surprise it was then last week when I received a note from Alex Shifrin, Managing Director at the Agency, with some great news – our team in Moscow had taken up the challenge and wanted to share their progress.
What are they doing?

• Improving the daily commute. The team has developed a new visual identity system for Moscow’s public transport system. This includes the subway, trams, trolleys, busses, cycle paths, pedestrian zones, river transport and above-ground rail lines. Interiors, tickets, uniforms and signage are being re-designed for a more intelligent and enjoyable experience. This will hopefully get more people out of cars and off congested city streets.

• Getting more people into libraries. I can’t wait to see the results of this in June when Moscow’s public libraries will be ready to rock. Well-designed libraries become places of learning and community. Why should Starbucks be the most famous ‘third-place’?

What have they done?

• Kept Moscow’s State Museum of Architecture alive. The museum was on the verge of losing federal funding, and all it took was a brilliant online and print campaign that went viral. Patronage returned. Funding saved.

This is what it means to ‘be the change you want to see in the world’. Well done Saatchi & Saatchi Moscow.

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Kevin Roberts

Kevin Roberts is founder of Red Rose Consulting; business leader and educator; author and speaker; adviser on marketing, creative thinking and leadership.


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