| Title | THE DISGUISED PORTFOLIO |
| Brand | LETSADVERTISE.IT |
| Product/Service | MAGAZINE |
| Category |
A06. SELF PROMOTION |
|
Entrant Company
|
LETSADVERTISE.IT Copenhagen, DENMARK
|
|
Advertising Agency
|
LETSADVERTISE.IT Copenhagen, DENMARK
|
Credits
| René Schultz |
LetsAdvertise.it |
Art Director |
| Casper Christenen |
LetsAdvertise.it |
Art Director |
Brief Explanation
We realised that creative directors don't have the time or the desire to carefully look through all the job applications they receive and that it's difficult to stand out. But we also came to the realisation that most creative directors enjoy reading Lürzer's Archive and especially enjoy it if it's their own work on the front page. So we disguised our portfolio as a meticulously crafted edition of Archive, featuring the targeted creative directors own work on the front page. This was designed to make sure the creative directors would look inside the magazine and discover our portfolio.
The Brief
Our overall aim was to create a stir among the creative directors and use that to land a job in the advertising industry.
How the final design was conceived
The design was for the most part a given. It had to be an exact replica of Archive to have a shot at serving its purpose. We spent several nights carefully crafting our own copy of Archive, but also made small changes to personalise it. We made custom print ads featuring ourselves instead of models in the beginning of the magazine, we wrote articles about us describing our view on advertising, we changed numerous small details to personalise the magazine. And of course changed to front page to reflect the creative directors recent work.
Indication of how successful the outcome was in the market
With our idea we bypassed the usual ways you apply for a job and made the creative director interested in actually seeing our portfolio. Being on the front page of Archive is a great way to entice our targeted audience. So good in fact we even heard of agencies gathering to open the magazine together to celebrate their front page of Archive.
We got an article written about it in our national advertising outlet. We received a lot positive feedback and got invited to more than 15+ coffee dates. In the end we even landed a job.