Every year, the Cannes Lions festival honors contributors to the marketing and advertizing industry for their innovative and creative techniques. This year, TBWA Media Arts Lab took the Grand Prix award for its magazine ads for Apple’s iPad mini.
The winner was a series of five different advertisements, each presented on the back cover of five different magazines. The entire page was blank, except for the lower left corner, which displayed an image of the iPad mini, full sized, showing the cover image of that magazine’s current issue. The magazines involved were Time, Surfer, Wired, The New Yorker, and Wallpaper*.
The campaign stood out for its strong effect. “It has kind of a guerrilla feeling,” said Marcello Serpa of Almap BBDO. “It’s a product that goes inside the media and says ‘I’m going to kill you, [then] I’m going to save you.’ Let’s embrace. It’s redemption.”
Serpa is referring to the fact that tablets in general, and the iPad specifically, have been an adversary to print media by offering a way for the world to go completely digital.
Apple’s iPad mini campaign was one of three top contenders. Dove’s “Sketches” campaign by Ogilvy was the iPad mini’s biggest opponent. The judges were split down the middle on which one should win the Grand Prix. The iPad mini campaign won out in the end because it embodied the theme that the judges were looking for. “Dove is a beautiful, emotional piece and a beautiful insight and it’s going to win a lot,” Serpa said. “In the end we were looking at a piece that makes print, the category itself, a hero.”
[Via: Adweek, Adage]
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