Wink, the ad agency owned by AOL Time Warner, has created its first
campaign for Time magazine's European edition.
The five ads each depict different areas of coverage for the magazine -
but aim to do so in a subtle manner, forcing the viewer to stop and
decipher the messages they are trying to convey.
Jens Grede, Wink's project manager, commented: 'The science ad is about
GM foods and when we will start to see the effects of this in real
life.' The ad shows a man reading Time while his partner prunes a
drastically oversized plant.
Another ad aiming to highlight the magazine's business news coverage
shows two men in an office, one big and powerful with an aggressive
stance, the other looking small and weak.
This is meant to represent mergers and acquisitions activity. 'It's an
unbalanced picture, which reflects an unbalanced market,' Grede said.
Another shows shoppers waiting for goods due to the disruption caused by
switching to euros.
'The idea is to bring news down to a human interest level. We are not
trying to be political - that's up to the eye of the beholder,' he
'Wink is excited by the new campaign and new spirit behind Time Europe.
We feel it captures the magazine's European focus as well as its news
coverage,' the magazine's creative director, Tyler Brule, added.
The five print and poster executions will break on 26 March and will be
backed by a dollars 10 million pan-European marketing push.
The ads were written by Saul Taylor and art directed by Sy Cheng and
Sara Hemming. Media is being handled by MindShare.