Lürzer's Archive : the new issue out now with a precarious HARVEY NICHOLS cover, award-winning campaigns and exhibiting at the UPdate 12
CREDITS / DETAILS / VIDEO EMBED LINK
The new issue of LÜRZER'S ARCHIVE is out now! We have attached the controversial cover, which was voted for on Facebook, as well as a couple of sample pages. Six motifs were put to the vote. The winner was the advertising image by DDB London for the Harvey Nichols Sale with the claim ‘try to contain your excitement’.
An eye catcher as a poster campaign, yet somewhat challenging on the coffee table. The editors at LÜRZER'S were also divided in opinion and gave their ‘likes’ to the alternative covers. Yet editor in chief Michael Weinzettl was impressed from the start and the poll proved his point:
‘You ask me why I thought from the beginning that the Harvey Nichols should be the one? Well, just because it’s the most striking and iconic image to come our way in a long time. Of course the Axe poster is beautiful and smart and exciting in its way, and as I said last time, would have deserved much more than the Bronze Lion that it got in Cannes this year. Also, it comes from a campaign that is arguably “better” advertising that the one for Harvey Nichols. But I firmly believe that a decade from how, when we will look back at this year in advertising, it will be the Harvey Nichols image that will be remembered rather than the lovely Axe ad.’
The magazine presents another creative smorgasbord of the latest campaigns in the following categories: social and environment, services, publishers and media, vehicles, … we asked Christian Hrdlicka, Managing Editor of LÜRZER'S ARCHIVE to tell us how the magazine is made:
‘The work is entered by the creatives and the advertising agencies, we receive around 3,000 entries per issue. In addition to this the editors research outstanding advertising from various sources (festivals, agency websites, blogs etc.) and actively invite engaging creatives and agencies to hand in their work to us. We take part in over 20 festivals every year – as judges, exhibitors, visitors or through our partners. Our editor in chief Michael Weinzettl then ultimately decides what will actually be featured in the magazine.’
Featured spots can then be easily viewed using a QR Code reading app on a smart phone. As a teaser we have included three recent spots, which are currently being featured by LÜRZER'S: the AGENT PROVOCATEUER AW 2012 campaign by director Tim Pope with Mónica Cruz as a model, SOUTHERN COMFORT by director Tim Godsall plus EL BAWADI by Elephant Cairo (click here for an interview with CD Ali Ali).
The DIGITAL section presents exciting projects from the wonderful world of advertising. For example EVIANS Smart Drop Project (BETC Euro RSCG) – a fridge magnet with Wifi, which orders a new ration of Evian water once supplies are running low. The KHAN Academy is currently collecting free tutorial videos on various subjects on its website.
We are looking forward to once again welcoming Sheila King of LÜRZER'S ARCHIVE at the UPdate. She will present new issues on October 26 at the Ritz Carlton and will be ready to answer any questions about the magazine in her usual charming style.
CREDITS
Director Tim Godsall
Production Biscuit Filmworks
Advertising Agency Wieden + Kennedy, New York
Creative Director Scott Vitrone & Ian Reichenthal
Art Director Jeff Dryer
Copywriter Nick Kaplan
Title Whatever's Comfortable
About LÜRZER'S ARCHIVE
Lürzer's Archive, the celebrated creative resource for advertising professionals worldwide, has been offering a full set of inspirational tools since 1984: Lürzer's Archive magazine; Lürzer's Archive 200 Best Specials; the Lürzer's Archive website, plus our wide range of apps. It was back in the early 1980s that advertising copywriter and agency owner Walter Lürzer banged his fist down on the table and resolutely shouted out to himself: "If no one's going to do it for me, I'm going to have to do it myself - for everyone!" What he was referring to, back in that dark pre-internet era, was the laborious process of hunting out and compiling advertising campaigns from around the world. In those days, there were not many ways of finding out how products and services were being advertised in, say, America, Asia, or individual European countries. The first issue of Lürzer's Archive magazine was published October 1984 in Frankfurt am Main, Germany, and today the title has over 150,000 readers worldwide.
Since 2004, Lürzer's Archive has been publishing the 200 Best series, featuring a range of different volumes focusing on a variety of graphic design disciplines. Each carries only work by the best 200 creatives to have submitted to the respective volume. Titles in this series are published every two years. A jury specially convened for each volume selects from the work submitted the items they consider to be the best. In return for a share of the costs, all those selected are subsequently invited to have their work published. In 2010, we added a further title - "200 Best Packaging Design" - to the product range. With "200 Best Automotive Ads 2000-2010 Worldwide" we have begun to target not only top creatives but also leading industry decision-makers, and will continue to do so in the future by assembling specials dedicated to specific categories and sectors with a view to broadening our audience reach still further.
www.luerzersarchive.com puts the focus firmly on our principle of "curatorship of inspiration." Boasting striking graphics, the chance to view all new agency submissions, and online features designed to both inform and inspire, the website complements the prestigious magazine, which presents the most interesting new print campaigns, TV commercials and, more recently, digital designs from all over the world. Daily features on Audiovisual, Campaigns, Digital and Who's Who in the ad world, plus a weekly blog from our Publisher and Editor-in-Chief Michael Weinzettl, complete the package.
To help you get the most out of your Archive, we are constantly seeking to inspire by developing not only our content but also the channels through which we come to you. With this in mind, we have just released the brand new apps for iPhone and iPad. On these, we present more than 160 issues of pure creativity, featuring more than 50,000 outstanding print campaigns and over 8,000 full-screen spots in first-rate HD quality, making this new app the ultimate in sheer ad-loving indulgence.
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