Because Lürzer’s Archive is the world’s most stolen magazine, we created a set of lost posters by people whose precious copy of Lürzer’s had been stolen. However, because these people read Lürzer’s Archive (with its best in design, art direction, illustration and design in the world) they happen to have created stunningly beautiful lost posters.

Creativity was the only weapon our target audience would understand. It had to be entertaining, from the big idea to the little details that rewarded repeat interaction.

For a brand that talks about the world’s best advertising, it had to be as good as the very best. So, nothing went unloved. The quality of the shots, the wit of the copy, the humour of the typography. Yes, the idea was an innovative solution to hide your copy of Lürzer’s from thieves. However, because of the craft and attention to detail, they also became highly desirable.

The set of posters were sent to advertising agencies. Many of them actually posted pictures on our Facebook page of them pasted up in their offices and receptions around the world. And, as part of the ‘World’s Most Stolen Magazine’ campaign, they have generated €58,000 of extra sales in 2012.