MEDIA CHOICE: Anna Griffiths chooses the pop-up campaign for Boots No.7 make-up, which is currently running in a number of women’s magazines

’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.

’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