The ad industry gathered last night in a warm, smoked-filled factory to witness the unfurling of the first winner of the Glossies – the magazine advertising awards. Run by Stoppress and supported by OMD, the Glossies reward creativity in magazine advertising.
The winners of the OMD Magazine Advertising Campaign of the Year were Naked Communications and Special Group, with their highly awarded campaign for Ecostore in Little Treasures magazine.
Runners up were Assignment Group for Three Wise Men, and Colenso BBDO for DB Export Dry "The wine list".
People's Choice winner went to Big Communications with Vero "Making ideas fly".
OMD's Kath Watson says the awards are important recognition of area sometimes forgotten by agecncies and clients. "Magazines, when used well, can offer highly integrated campaigns for a highly engaged audience. As a company we wanted to reward and acknowledge the campaigns that show creative use of the medium and push the boundaries of what a camapign can be. The winner (EcoStore) is a very good example."
The crux of the Ecostore campaign run in 2012 was to get parents—primarily mothers in this case—to say no to nasty chemicals that can be found in other products; to think about the kinds of things they're putting on their children's skin. To do this, Naked came up with the novel media strategy and Special Group and Salt Interactive developed the microsite www.nonastychemicals.com, where 3,000 of the magazine's 20,000-ish subscribers were given the chance to upload a photo of their bundle of joy (check the gallery here). From there, a pdf-ready cover page was spat out and sent to the printers and a personalised copy of the June edition with the headline “I’m opting out of products that use nasty chemicals” turned up on the doorstep.
It's fairly complex technology, and obviously a big logistic challenge for Bauer (previously ACP), which has the contract to publish the Treasures-owned mag, but was made into a simple user interface by Salt Interactive, which whipped it up in super quick time.
The Glossies was also supported by the Magazine Publishers' Association and Image Centre Group.