Remember Apple’s great iPad mini print ad campaign that ran late last year? Well, that campaign, created by TBWA\Media Arts Lab in Los Angeles, has just won the Grand Prix in the press category in this year’s Cannes Lions International Festival of Creativity.
Apple’s iPad Mini campaign by TBWA Media Arts Lab won the Grand Prix in press, a category that the tablet once seemed designed to kill but now is offering what jury president Marcello Serpa described as redemption by enabling readership of print products.
The campaign consisted of five print ads placed on the back covers of five different national magazines, namely, the New Yorker, Surfer, Time, Wallpaper, and Wired.
Each ad featured the iPad mini at actual size with its display showing the actual front cover of the issue of the magazine on which it appeared, signifying the magazine’s Newsstand counterpart.
“It has a kind of guerrilla feeling,” Serpa said of the winning campaign. “It’s a product that goes inside the media and says I’m going to kill you, [then] I’m going to save you. Let’s embrace. It’s redemption.”