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Broadcast, Press & Inserts
 

Pop-Up Tents

Blacks Leisure Group/Millets

Issue 3 | July 2008

Agency

Miles Calcraft Briginshaw Duffy

Creative Team

Paul Briginshaw, Malcolm Duffy - Creative Directors;Dave Hobbs - Art Director;Richard Stoney - Copywriter;Kylie McLean - Designer/Illustrator

Production Team

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Other Credits

Ben Armistead - Account Handler

Date

September 2006

Background

Looking to take advantage of the good weather at the end of the summer, Millets briefed the agency to promote its wide range of tents using two hero products – one at a key value price point and another with a cow-print canvas aimed at festival-goers. The creative was to appear in the Millets-sponsored ‘Routes’ walking guide that is given away in Country Walking magazine.

Idea

Rather than using a standard single-page press ad, Miles Calcraft Briginshaw Duffy created a tipped-on insert that literally stood out and brought the idea to life. Open the magazine and the insert immediately self-erects as a tent before your eyes, with a straightforward message and some further details about Millets’ tents on the inside.

Results

Not available.

Target Audience

Outdoor-loving families, outdoor enthusiasts, young adventurers

Our Thoughts

Attached inserts in magazines tend to err on the exasperating side, especially if they interrupt the flickability of the pages. This piece, however, is witty and eye-catching enough to tickle its target audience. A simple execution and well planned placement ensure the brand is firmly pitched in the reader's mind.

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