To get Moscow's masses talking about the city's Schusev State Museum of Architecture, ad agency Saatchi & Saatchi fired up the old Photoshop and drafted cavernous underground wings for some of Russia's most well-known architectural masterpieces, creating a print campaign that depicts architecture as an underground Atlantis waiting to be unearthed. The idea is that the façades of these buildings, including the city's candy-colored St. Basil's Cathedral and the Postnik and Bolshoi Theatre (above), are just the tip of the proverbial iceberg, and if people want to see the good stuff underneath, they'll have to go spend their rubles at the one place entirely devoted to the hidden histories of Russia's architecture. It's some mighty provocative illustrating, for sure. Another look, below.