Lürzer’s Archive wins gold. Plus what you can expect in the new magazine issue which is available to buy worldwide.
Image: CEO Sandra Lehnst and the creative mastermind behind the campaign, Ben Gough of Leo Burnett, London at the DMA Awards night, Old Billingsgate, London. The campaign was entered through Arc UK, Leo Burnett London’s DM shop.
For us at Lürzer’s Archive, the great news this week was that our “Untouchable Covers” campaign won Gold at the 2012 Direct Marketing Association’s Awards for Best Design and Art Direction as well as three Silvers in the Best Small Budget Campaign, Best Creative Solution or Innovation and Best Use of Copy categories.
“Wit, detailed design, great copy and a key insight into the product made advertising creatives take note of Lürzer’s Archive once more and subscribe,” was the jury’s verdict.
As a lot of you will know by now, “Untouchable Covers” was conceived as a tongue-in-cheek anti-theft device; fake magazine sleeves that, once wrapped around your copy of Lürzer's, would disguise it as a publication so dull, controversial or unpleasant that no one would want to touch it let alone steal it. I find all of them so brilliantly done that I still can’t make up my mind which my favourite might be. If forced at gun-point I’d opt for “Daily Doily,” or could it be “Cockhandler”… or perhaps “De-Worming,” after all?
Volume 6/2012 of the magazine, which this device was conceived to protect from your nimble-fingered colleagues, has just come out and is available worldwide now. The cover was once again selected by our Facebook community from five alternatives and is taken from an ad for KTM bikes by DDB&Co., Istanbul.
Coincidentally, the main interview in this issue is with one of DDB Worldwide’s major assets, Jeremy Craigen, who has consistently ranked as the number one creative director in the Lürzer’s Archive Ranking. We only started to add the Creative Director to our credits from the beginning of this year, but throughout (including Vol. 6/2012) Jeremy has had the highest number of campaigns featured in Archive worldwide.
In this issue, the final one for this year, you can read about his views on advertising and take a look back over his spectacular career. Jeremy joined legendary London agency BMP DDB (later DDB and, as of this year, Adam&EveDDB) as a copywriter 22 years ago. He has won countless awards on accounts such as Budweiser, Sony, American Airlines, Harvey Nichols, Optrex – as well as a Press Grand Prix at Cannes for Volkswagen.
For Vol. 6/2012’s Digital Section we asked top Swedish creative Martin Cedergren, ECD at Stockholm agency Åkestam Holst, to talk us through what his current 15 favourite websites, apps and other things digital. He responded to this request in rather patriotic fashion by listing nothing but digital work from Sweden – among them the “Ballerina Stunt” viral by Gothenburg agency Forsman & Bodenfors.
There are 80 outstanding print campaigns to be found in the new issue from countries including Brazil, UK, America, Turkey France, Columbia, Germany and India. The Film section consists of 74 campaigns – all of which can be viewed via QR codes on your smartphone or tablet - is led, once again, by the UK with 14 contributions and followed by the USA with nine. Campaigns from Netherlands, Canada and Japan also make appearances.
If you are not a subscriber to Lürzer’s Archive magazine or our online archive, Christmas might be just the time to become one. Or why not treat the creative in your life to one of our excellent subscription packages.
Image: Lürzer’s Archive Untouchable Covers "Cockhandler"
Thanks to the whole “Untouchable Covers” team for the brilliant work:
Executive Creative Director: Justin Tindall
Creative Director: Garry Munns
Creative Director: John Jessup
Copywriter/Art Director:Ben Gough
Head of Art: Lance Crozier
Photographer: Fern Berresford
Art Director/Typographer/Designer: Mark Denton
Designer: Kate Henderson
Account Handler: Alexandra Warner
Project Manager: Simon Gregory