Right Brain, Left Brain Blog

45 posts categorized "Print"

28 August 2015

Print Ad of the Week: Neutrogena ‘Read it & Wipe’ (Brazil)

Print ad

Read it and wipe… That’s literally what Neutrogena Brazil advised readers of Caras Magazine to do when they received a free sample of its Deep Clean wipes with their magazine recently.

To give consumers a deeper connection with the product, this was so much more than just a free sample as readers were able to remove the make-up from actress Giovanna Ewbank’s face on the front cover of the magazine by wiping it using the accompanying freebie.

Agency DM9DDB was behind the interactive front cover - an innovative and hands-on approach to print advertising where readers could actually see the product in action and experience it for themselves.

Continue reading "Print Ad of the Week: Neutrogena ‘Read it & Wipe’ (Brazil)" »

20 March 2015

Print Ad of the Week: Terre Des Femmes ‘A Woman’s Worth’ (Germany)

These new ads from Swiss human rights group Terre Des Femmes make a pretty bold and powerful statement about gender equality and feminism, by reminding us that a woman’s worth should not be measured by the length of her skirt or the height of her heels…

Released on Facebook earlier this week, the ads depict a faceless woman’s body, with an added layer of measurements printed on top ranging from ‘prude’ to ‘whore’. The campaign slogan simply states: ‘Don’t measure a woman’s worth by her clothes’.

The ads were designed by Theresa Wlokka and a group of students at Miami Ad School in Hamburg, Germany.

Check out all three ads in the series below and let us know what you think. 

Terre 1

Continue reading "Print Ad of the Week: Terre Des Femmes ‘A Woman’s Worth’ (Germany)" »

27 February 2015

Print Ad of the Week: Humanoïde ‘Ripped’ (France)

Human

Could you live in a world without paper?

I have to admit, nothing beats the smell and feel of a freshly printed magazine. But with technology becoming so prominent in people’s lives and many of us moving away from print towards digital to consume media, how can a magazine that writes about technology prove that paper is still the future?

Here’s how French mag Humanoïde did it…

Continue reading "Print Ad of the Week: Humanoïde ‘Ripped’ (France) " »

23 February 2015

Tiffany’s extends ‘Will You?’ campaign featuring its first gay couple

Tiffany & Co is continuing the story of its ‘Will You?’ ad campaign, with a new TV spot featuring the same gay duo that hit the headlines earlier this year when the brand introduced a same-sex couple for the first time in its advertising history.

In January, Tiffany & Co officially launched the new ad campaign – entitled ‘Will You?’ – to promote its iconic engagement rings. The media was ablaze with stories focusing on the fact that the print ad featured a gay couple for the first time.

Tiff

The new TV spot is an extension of that print ad. Created by Ogilvy & Mather, it follows the stories of various modern day couples’ marriage proposals – one of which is the love story around the real-life gay couple, who actually wed in real-life in May last year.

Continue reading "Tiffany’s extends ‘Will You?’ campaign featuring its first gay couple " »

16 February 2015

Print Ad of The Week: Arcturos ‘Footprint’ (Greece)

Simple but effective; that’s the approach taken by Arcturos – a Greek ecological organisation which focuses its efforts on saving the brown bear and its habitats – with its latest print ad.

Created by advertising agency attp, the 3D looking ad is set to a plain background of the ground and simply features four Euro coins placed to look like a bear’s paw, with the strapline: ‘Leave your footprint. Save a bear with only 0,13€ / day. Donate now.’

Arcturos

29 January 2015

Print Ad of the Week: Responsible Young Drivers Campaign (Belgium)

Let’s face it, we’re always glued to our smartphones and social media has a major role to play in that. Everyone does it, there’s nothing wrong with it. But there’s one place where it isn’t alright and that’s on the road, when driving.

Responsible Young Drivers, a road safety volunteer organisation for and by young drivers in Belgium, are honing in on that message and ad agency ESA Saint Luc Tournai has created an impressive series of print ads to illustrate the point, all captioned with: “[Facebook/Twitter/Snapchat] have no place on the road. Using the phone while driving is responsible for 1 accident in every 10.”

Check them out below:

Drive fb

 

Continue reading "Print Ad of the Week: Responsible Young Drivers Campaign (Belgium)" »

19 March 2013

Secrets of a publishing renegade

Jane pratt SXSW
It takes a tremendous amount of passion to do innovative things every day – and if there's anyone that has that passion, it's publishing legend and editor-in-chief Jane Pratt of xoJaneand xoVain (both Say Media properties). At her talk at SXSW, Jane wowed the crowd and lit up Twitter when she shared her hard-won secrets of a publishing renegade.

Among the revelations onstage were the news that Hilary Swank has optioned the rights to play Jane in a movie about her life, the magic happens outside your comfort zone, and nobody likes you (even Drew Barrymore). 

As the New York Post teased ahead of the event:

"We hear she’ll dish about how she photoshopped Ashton Kutcher’s nipples off of a cover photo, was forced to eat veal at Anna Wintour’s house during a dinner party though she was a vegetarian, and showed up to an editorial meeting on no sleep after partying all night with Jimmy Fallon and Janeane Garofalo. “I wanted to call the session ‘Secrets of a Media Renegade: How I Burned Down the Old Media Model to Do Whatever the F*ck I Want,’ but that was too long,” said Pratt.  

Yep, the always irreverent and entertaining Jane Pratt delivered all that and more. The founder of Jane and Sassy magazine revealed what went on behind the scenes as she burnt bridges, said things she shouldn’t say out loud, and built a platform for women to express  themselves honestly. Now, with xoJane.com, Jane has once again revolutioned the way media talks to women and has built one of the fastest growing online publishing brands for women in the history of the web, now complimented by xoVain, a new destination for beauty comment, tutorials and reviews, and where readers can purchase products direct from trusted beauty retailers. 

In her panel, Jane revealled why the current print model doesn’t work, the myths traditional media has been feeding you, and the outrageous anecdotes from 25 years in media. 

Her advice? "Be bold and be preposterous."

30 January 2013

It's just good advertising, strong communities and Bob Dylan

 

Bob dylan
Dylan: Knew a thing or two about publishing

Online publishing, for all the technology it relies upon, has been unusually slow to innovate when it comes to advertising. It's almost as if the standard IAB units were carved into stone and there was a collective agreement that these sacred specifications would remain untouched.

 

But, like Dylan said, "the times they are a-changing". After years of being locked into publishing platforms that could only cope with these IAB standards, new technology means publishers are starting to move away from the IAB units. It's not been an easy ride. Developments like click-word models were very difficult to sell to publishers who faced vehement opposition from editorial staff. But if we go for another Bob reference, you've “Gotta Serve Somebody" nicely encapsulates the feeling that advertising serves advertisers and viewers, not editors.

Love it or loathe it, click-words are a good example of how (some) publishers are willing to take risks. Ad formats that are new to the user come with added curiosity value, and with curiosity comes investigation. Ironically, online advertising needs to work on it's own advertising. When I speak to publishers, I don't talk about an expandable unit, I just show them Say Media’s ad units, and demonstrate how cool they actually are.

Different forms of advertising that are more unusual are being embraced by publishers a lot more than they were in the past. For their part, viewers like to see different, more visually exciting elements on a web page - which is hardly surprising given that they've largely been clicking on 68x468 pixel banners for the past 20 years. Ad units that don't fit the traditional models do really well.

But innovative advertising is only as good as the viewers who can see it, and that's where audiences are key. A group that can benefit from this are local media owners - they're the ones with strong community audiences. Larger national newspaper titles have spent the past five years struggling with paywalls - an issue that just doesn't exist in the local news landscape.

Paul Hood is Digital Director at Archant, one of the UK's largest independent media businesses, active in the fields of regional news, magazines and websites. He knows better than anyone that competition in the news media space that Archant operates in is particularly fierce. Using London as an example, there are at least five prominent news media brands dedicated to delivering news and sport information to a London-centric audience.

Paul Hood
Paul Hood, Archant Media

Across the London region Archant publishes 16 newspaper titles, each with its own website,” he explains. “The question we asked ourselves was, ‘How can we leverage our high-quality local coverage of London’s biggest news and sport stories and bring them to a wider pan-London audience?’ Our answer was to create a new, digital-only news media brand and focus on addressing the gap in the market.”

 

The result was London24.com: a London-centric news media proposition produced exclusively by knowledgeable, local, London-based journalists. Local freesheets do a great job of catering to the commuter – the top national and London news stories are well-packaged and presented to give a good overview. But there was no news media brand covering London from the local angle.”

London24
London24.com


In February 2011, London24.com was launched. Eighteen months later, it is No. 2 in the market and is on track to be profitable by 2013.

Local community based titles like London24.com represent the ultimate examples of how powerful the combination can be when you have engaging advertising built around relevant, compelling content. Engagement rates on regional UK press are close to 2%, which stacks up very favourably against an average of 0.8%.

What becomes obvious from this stat is that community and special interest sites are hotbeds of engagement, which is strong incentive for media owners in this space to focus on their core audiences and avoid the temptation to dilute their audience as they attempt to increase it with more middle of the road content. An engaged community equals more passion. This sentiment is embodied by "Point-Of-View Publishing" – the key to success for the media companies of the future.

By Jason Lydiate, Head of Business Development, Say Media

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