Title | NEWSPAPER STACK |
Brand | DER TAGESSPIEGEL |
Product/Service | DER TAGESSPIEGEL |
Category |
G07. Photography / Curation of Images |
Entrant
|
SCHOLZ & FRIENDS Berlin, GERMANY
|
Idea Creation
|
SCHOLZ & FRIENDS Berlin, GERMANY
|
Credits
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.