MEDIA CHOICE: Ian Darby, the acting media editor on Campaign, chooses the Absolut ad on the cover of Sleazenation

"Absolut's takeover of the cover of October's Sleazenation is, as

you'd expect from both brands, more stylish than the usual covermount.

The lenticular cover creates a hologram effect with a bottle of Absolut

Citron on the back cover and alternates the words 'Absolute' and

'Absolut' alongside 'Sell Out' on the front. Sleazenation leveraged the

ad deal for editorial effect to write a feature on selling out."

Client: Seagram UK

Medium: Covermount on Sleazenation

Media planning and buying: Anthony Swede at Manning Gottlieb Media

Creative: TBWA/London

Brief: Use lenticular technology as part of a genuinely collaborative

project with Sleazenation