’As I settled down to read this month’s Marie Claire I noticed a
big bulge a third of the way into the magazine. Expecting to pull out
the usual clutch of irritating inserts I opened the offending section to
find a cardboard pop-up featuring the latest No.7 make-up range spring
into action.
’Pleasantly surprised, I then found myself playing with the
’ecstatomatic’. One tug and a cardboard TV dinner disappeared to be
replaced by some delicious-looking nouvelle cuisine and a ’golden crunch
and hot paprika’ make-up transformation.
’A refreshing change, and one that is irresistible to those of us who
can’t help playing with pop-ups.’
Client Boots the Chemists: No.7
Medium Insert in women’s magazines
Media planner Kate Cox, BMP OMD
Media buyer Adam Skinner, BMP OMD
Creative St Luke’s
Brief Create stand-out for No.7 cosmetics in women’s magazines by using
the UK’s first interactive pop-up ad
