NEWSPAPER STACK

ClientDER TAGESSPIEGEL
Category B01. Posters
TitleNEWSPAPER STACK
Product/ServiceDER TAGESSPIEGEL
Entrant SCHOLZ & FRIENDS Berlin, GERMANY
Idea Creation SCHOLZ & FRIENDS Berlin, GERMANY
Credits
Name Company Position
Matthias Spaetgens Scholz & Friends Chief Creative Officer
Robert Krause Scholz & Friends Managing Creative Director
Jörg Waschescio Scholz & Friends Creative Director
Agnieszka Kalwak Scholz & Friends Art Director
Erika Stuhl Scholz & Friends Art Director
Lena Klockenbring Scholz & Friends Copywriter
Susanne Caroli Scholz & Friends Account Manager
Kirsten Rendtel Scholz & Friends Art Buyer
Karsten Wegener SOLAR UND FOTOGRAFEN Photographer
n/a sevengreen picture works Image Editing

The Campaign

To show that – even in a modern world that is dominated by digital influences – printed newspapers can open new perspectives on current topics, we chose an unusual view on the medium itself.

Creative Execution

We stacked newspapers on a single unfolded cover page that showed the lover half of the cover picture. Seen from a certain angle, the picture got distorted and added a new layer of meaning to the topic: It expressed expectations and fears associated with the item and made people even more curious about the announced news special.

Indication of how successful the outcome was in the market

During the run of the campaign the retail sales were increased by 8 percent. The number of subscriptions grew 6.8 percent.

To show that – even in a modern world that is dominated by digital influences – printed newspapers can open new perspectives on current topics, we chose an unusual view on the medium itself.