"First, Boris Johnson introduced the issue explaining why he was giving his readers the space to enjoy their coveted read and then Mercedes ran blank ads throughout with nothing but a small logo in the corner of each. Something so simple proved to have a great impact, enabling ownership of the issue in an innovative way. The fact that the classified section ran as blank pages added credibility to the idea.
"Reader involvement was in a 'space' competition asking readers to nominate their favourite UK open-air space."
Medium: All ad sites in The Spectator and postcards
Media planning and buying: Andy Aston and Louise Reid at BJK&E Media
with Nick Spong and Katherine Rainbird at The Spectator
Brief: Develop innovative creative media ideas that will create
stand-out above the clutter of other luxury car advertising