Cannes Lions

MONOPOL ART & LIFE MAGAZINE

TBWA\GERMANY, Berlin / JUNO VERLAG / 2005

Film
Film

Overview

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Credits

Overview

Description

The boundaries between culture and economy are flexing. Between modern art and an upscale contemporary lifestyle lies a niche. Here, aesthetics are influenced by contemporary photography, advertising, multimedia and brilliant design.Clarity, topicality, relevance, emotionalism.An unaccessed market was recently cracked in Germany by monopol - a place where art and fashion intersect. Where creative and cultural interests intertwine in an urban setting.monopol is not a special interest publication. It covers the field of contemporary art – which normally caters to the inner circle of experts – for a public interested in style. It is young, fresh and richly illustrated.Our campaign illustrates the vision of monopol by using the perspective of the magazine itself. This is much like a contemporary artist would see it.

Execution

We do not do the conventional and just show the title of the magazine with the words “out now”, but instead incite interest by using strong visual cues based on stories within each issue.Launched with the magazine, the use of one strong visual – sometimes playing with taboo subjects - has allowed us to make a bold statement through both posters and print.

monopol was a start-up venture with little money so the effect of the campaign had to reach far. And it did ... Decision makers from creative industries, media buying posse, Economic elite with culture interests, collectors of contemporary art, artists, producers of art, women and men - they all started talking.

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