Mother has unveiled a poster campaign for Emap's Q magazine to
promote its second cover-mounted CD of the year, entitled Best of
2001.
The agency has produced a tactical campaign to encourage new readers of
the magazine, while also creating further loyalty in existing
readers.
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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