Submitted by: The Two Sides Team November 26, 2019
From an ad with that new-car smell to a build-your-own straw poster, we bring you the most creative uses of print from the past few months.
Suck it and see
To increase awareness about sustainable drinking straws, Brazilian soft drink brand Guaraná Antarctica created a series of posters that not only highlighted the environmental dangers of using plastic straws, but offered an alternative within the ad itself.
Using illustrations depicting native Brazilian animals such as the pirarucu fish and toucan, the ad invites readers to create their own paper straws by detaching a strip of paper and rolling it around a pen. Made from non-toxic and biodegradable material, each ad can produce 12 to 14 straws– more than enough for a day on the beach or at the carnival.
The big reveal
The Metro recently invited readers to rub their hands all over the newspaper to reveal clues about Ed Sheeran’s new album. Ten thousand copies of the free publication featured an
innovative thermowrap cover whose ink disappeared when rubbed by a warm hand.
“With the youngest audience of all the national print titles, we are the perfect collaborator for Ed,” said Grant Woodthorpe at Mail Metro Media. “We are also continuing our mission to push boundaries with creative print solutions.”
One of Europe’s biggest gambling companies has put a large bet on print with the launch of a brand new sports magazine. Paddy Power, the Irish bookmaker, has unveiled its free football title, Pitch Invader, a 48-page publication featuring interviews and content designed to give its 1.2m readers the knowledge to make informed bets for the start of the new football season.
“You can do incredible things in print,” says Paul Mallon, Head of Major Brand Activations at Paddy Power.
Coffee Cup Cards
The latest development in the recycling of disposable coffee cups is not making more coffee cups, but transforming them into greetings cards. Specialist paper manufacturer and recycling experts James Cropper have partnered with Hallmark to create a range of cards made entirely from used coffee cups.
“Transforming a morning latte into a beautifully designed and positive sentiment really captures the spirit of CupCycling,” said Steve Adams, Managing Director at James Cropper. “A second life for coffee cups can often be more compelling and longer-lasting than its first.”
Fresh off the forecourt
Most people say that the best thing about buying a new car is that new-car smell, so insurance company Liberty Mutual decided to use that in their latest print ad. With just a few drops of scent and a peelable flap, they turned a functional newspaper ad for car insurance into a sensory delight, inviting readers to breathe in the unique aroma. Of course, it helps that smell is the sense most closely connected with memory formation.
Article by Sam Upton
Taken from The Page magazine
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