
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.