Monday, May 19, 2014

Making Moscow A Better Place

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.


Mandip Kaur Sandher said...

Amazing creativity - well done to the entire Saatchi team. I agree the libraries are great places to explore and connect with community.

Media Messiah said...

It's easy to spot a problem and blame someone else. Why not fix the problem yourself? Even if it's just litter in the streets. PIck up every bit of litter you see ... maybe even exhibit it as a massive cube. But don't just sit there whinging about it or calling up the council to complain.