SMH goes 3D (including 3D viewing glasses)
The Sydney Morning Herald has launched one of its most innovative trade marketing initiatives to date with a spectacular special edition of the newspaper printed entirely in 3D.
Building on the huge recent interest in 3D technologies, Herald adagency Whybin\TBWA, Sydney created and developed the 3D newspaperconcept, collaborating closely on design and layout with The SydneyMorning Herald Trade Marketing team. The 3D effect was generated at thepre-production stage, with the paper then printed at Fairfax Media’splant at Richmond near Sydney.
Designed to put the spotlight on the Herald’s commitment to delivering innovation for its advertising clients, the special 3D edition is filled with stunning photography, representing some of the most triumphant sporting moments, world news events and Herald milestones of the past decade.
With the lead headline “Keeping Up With Innovation” – and including 3Dviewing glasses – the 3D Herald newspaper also includes an opportunityfor agencies and clients to win one of fifty double passes to IMAXTheatres in both Sydney and Melbourne. 2000 copies of the paper havebeen distributed to creative and media agencies and advertisers in eachcapital city.
Says Fairfax Media Director, Trade Marketing & Insights, ElizabethRoss: “The Sydney Morning Herald is a leader in innovation and isalways evolving to meet the needs of our readers and advertisers. Inthe past year alone, we’ve delivered more ground-breaking creativeexecutions for advertisers than ever before, including AmericanExpress, MasterCard, Toyota and David Jones. Our 3D special edition foragencies and clients is designed to highlight our strengths andleadership in providing genuinely innovative advertising solutions.”
The newspaper’s lead article focuses on the many innovations that have been developed for Herald clients by Fairfax 360.
This team of specialist innovators is providing effective responses tothe increasing requests from media buyers and their clients to provide”media first” executions in a bid to create high-impact campaigns in acrowded and fragmented media landscape.
Among these executions are lenticular adhesive note, an innovativepromotional tool to communicate and motivate a mass audience, andscented creative to a\engage reader interest in the promotion of aspecial offer or event.
9 Comments
As my mum always said “If you’ve got nothing nice to say, say it in 3D”.
3d won’t save you, you poor bastards…
SMH 1
James Cameron 0
SMeH
This will literally fly of the shelves! Do I win a tenner?
(That’s enough – Lynchy)
One can only speculate on the meetings that preceded the decision to do this.
Writer: (finishes presenting idea) So, what do you think?
Suit 1: I love it!
AD: Great.
Suit 2: And… what about….. if we did it in 3D!!
Writer: Um, yeah I guess so, but that’s not really where we were…
Suit 1: 3D!! I LOVE it! And we’ll run it in a special lift-out edition!
Suit 2: Gold!!
(high fives)
Writer: Actually, we’re not sold on the 3D thing. It just feels… tacked on.
Suit 1: Don’t be so precious. It adds it to the idea.
AD: It kind of confuses the idea.
Suit 1: It’s TOPICAL! We don’t NEED a fucking idea.
Innovative was written 8 times in the press release. Must be innovative.
1.32 – your script just made my day. Maximum laughter.