Saatchi & Saatchi developed an advertising campaign for the Discover the Full Story project at the Schusev State Museum of Architecture in Moscow. The objective of the campaign was to encourage locals—who might think they already know all there is to know about their city—to visit the museum. The posters take three key historic buildings that are symbols of the city (the main building of Lomonosov Moscow State University, Saint Basil’s Cathedral and the Bolshoi Theatre) and imagine what they might look like if their above-ground structure represented only a tenth of their total volume. The campaign reminds Muscovites that a story hides behind the façade of each building, and knowing the outside is just the tip of the iceberg.