According to the PISA research Russian teenagers read less and less. This sad fact made Federal Agency for Publishing and Mass Communication initiate a massive campaign promoting reading among youngsters.
SLAVA agency didn’t go conventional saying that books are interesting, provoking imagination and so on. They decided to say the truth – reading is hard and sweaty... like sport. And that is why it is cool. So SLAVA took the most famous Russian writers (Leo Tolstoy, Nikolai Gogol, Anton Chekhov) and made them play "brain" coaches. I was asked to help SLAVA with typography and created lettering for the campaign posters and other comms.