Mother follows up Q cover mount with Best of 2001 work

Mother has unveiled a poster campaign for Emap's Q magazine to

promote its second cover-mounted CD of the year, entitled Best of


The agency has produced a tactical campaign to encourage new readers of

the magazine, while also creating further loyalty in existing


It follows Mother's first work for the Essential Drive CD cover mount in

June, which is claimed to have significantly increased sales.

The poster features a cut-away illustration of a club, with guests

inside including Radiohead, Daft Punk, Stereophonics, Travis and other

artists, who are featured on the CD. The illustration has also been

adapted to form the cover of the CD itself.

Stuart Williams, the head of marketing for rock at Emap, said: "Mother

always produces stunning visual work. This will be a highly visible,

nationwide outdoor campaign which will not only help shift tonnes of

magazines, but will help further build the Q brand."

Andy Bellass of Mother said: "Most free cover-mounted CDs are just three

good tracks and the rest are drivel. Q's Best of 2001 is a great

collection of the year that really adds to the Q proposition."

Mother's work for QTV featuring the "Danster" last week picked up the

Epica d'Or. It also won two silvers at this year's D&AD awards, a silver

at the Cannes festival and a gold at the BTAA Awards.

The campaign was written and art directed by Mother. It was produced by

Adrian Chesterman through The Art Connection.

Media planning and buying is through Rocket.


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