Covers

London, Great Britain (PRWEB UK) 27 March 2013

After winning Gold at the 2012 DMA Awards for Best Design and Art Direction late last year, the Untouchable Covers campaign from L�rzers Archive, the leading professional magazine for outstanding advertising worldwide, won four Golds at the “Best Awards” and one “Creative Circle Award”.

Untouchable Covers was awarded last Friday (8 March) four Golds at the Best Awards in the categories best art direction, best business-to-business campaign, best small budget campaign, best creative direct marketing. The campaign was also awarded a Merit in photography. The Best Awards are awarded by the Marketing Agencies Association (MAA) to recognise the best of British marketing.

In addition, the creative covers won yesterday a Creative Circle Award in the Design category. Creative Circle is the oldest established awards body in Great Britain. A jury of creatives recognise great ideas, fresh thinking and craft.

Leo Burnett/Arc Londons Ben Gough came up with the idea for Untouchable Covers when people kept stealing his copy of L�rzers Archive. The anti-theft sleeves hide the magazine behind fake covers with names such as Spreadsheet Enthusiast, Bucket Collector, Doily News, Account Man Monthly, De-Worming World, and Cock Handler.

“We are proud that the campaign made such an impression on the jurors at three British awards. L�rzers Archive is arguably the most stolen magazine in ad agencies around the world and we are happy that Ben Gough had the great idea to create Untouchable Covers”, says Christian L�rzer, CEO of L�rzers Archive.

The Best Awards jury commented: “It was a brilliantly written, fantastically shot, small budget, humorous and a very stand-out piece of work that really captured the market and achieved great results. We all know that the advertising community is the most cynical of audiences, so it wasnt just a brilliant piece of work but it also cut through to them.”

The campaign was promoted at Cannes Lions 2012 advertising festival. The covers were handed out to new subscribers.

About L�rzers Archive

L�rzers Archive is the bimonthly magazine for unusual advertising from all around the world. It publishes ads, posters, TV commercials, digital and interactive advertising. Editor-in-chief is Michael Weinzettl; CEO of the publishing house is Christian L�rzer. The magazine is since the foundation by Prof. Walther L�rzer in 1984 worldwide regarded as one of the most important information and inspiration source for advertisers.

It is sold in 68 countries as subscription as well as in specialised bookstores and newsstands. Furthermore the magazine can be read as digital version on iPad and iPhone. It worldwide reaches more than 150,000 readers per issue. Subscribers have via http://www.luerzersarchive.com access to the online archive with more than 65,000 pictures and video files.

Since 2004 L�rzers Archive publishes the 200 Best series. The volumes release in regular distances remarkable work from the areas of advertising photography, digital artists, illustration and packing design.

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Article by William Hauselberg

Photography 101 Why Photography School Covers the Fundamentals – Education – K-12 Education

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The easy access to affordable photography equipment in the digital era has made amateur photographers out of just about everyone. Those people who wish to study photography seriously should consider a photography degree. A photography degree will give you a solid understanding of the important photography fundamentals that should be the underlying basis of any professional photographer’s work.

You Must Learn the Rules Before you can Break Them

Photography schools begin with the basics. You learn how to set up shots, how to use lighting, and how to work with depth of field in a more professional way. Even if you have an excellent eye and have been using these fundamentals on your own, you will take more powerful pictures if you understand the techniques that you were able to tap into through your raw talent. When you’ve learned the rules of good photography it doesn’t mean you have to follow them. It means that when you break the rules you will be able to do it more artfully and directly because you will be aware of what the rules were in the first place.

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Many photographers are surprised at the wide range of techniques they learn in photography schools. You may discover a new technique that could make your photos even more eye-catching than before. Having a solid education in photography also means that you can offer a wider range of services to potential customers. After you graduate, you will have a portfolio that shows a broad understanding of several different types of photography elements that show off your talent.

A Good Foundation Leads to Better Flexibility

Your journey toward a photography degree will introduce you to many photographic techniques that you may not have been aware of otherwise. You’ll learn about film and developing as well as the technical side of digital photography. Each new element can be used to enhance every aspect of photography, no matter what you prefer the most. The introduction of filters or a new way of lighting a scene could be used in a different fashion to create dramatic photos that are uniquely yours.The easy access to affordable photography equipment in the digital era has made amateur photographers out of just about everyone.

Whatever your professional goals, there is no substitute for learning the fundamentals, and a photography degree program can help get you started on your way to creating beautiful works of art.

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If you interested in photography, then you can join Photography schools and get a photography degree.

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William Hauselberg

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New York, NY (PRWEB) June 02, 2012

Tired of getting your copy stolen?

As L�rzers Archive lives up to its name as the worlds most stolen magazine, you can never be sure who owns your copy at the end of the day.

L�rzers Archive is full of the best advertising, design, photography and inspiration from all over the world. No wonder the people in your office steal your copy all the time!

So to combat this crime Leo Burnett / Arc London have created the Untouchable Covers designed by Mark Denton of Coy! Communications which will then turn the un-putdownable into something un-pickupable for the colleagues of creatives.

Ben Gough, the creative at Leo Burnett / Arc London who came up with, wrote and art-directed the concept explains how the idea came about; I was on luerzersarchive.net when, on one of the pages, I saw L�rzers being described as the worlds most stolen magazine, which completely rang true. I am furious when someone nicks my copy (and I ignore the fact that half of my own collection has been pinched from other people). Very quickly I had come up with ideas to create anti-theft devices to turn L�rzers into something you dont want to steal and the Untouchable Covers idea was born.

Untouchable Covers are magazine sleeves that not only disguise your precious L�rzers Archive but turn them into publications so boring, unpleasant or controversial that no one will pick them up, let alone steal them.

The pre-launch idea was to kick off with the world�s most beautiful Lost Posters. Top illustrators created amazingly attractive, ambient lost posters, which were sited in and around leading advertising agencies they have been spotted on lamp-posts, in lifts and as leaflets in agency receptions.

We then offered Untouchable Covers free to new subscribers to the magazine, to protect their new investment. After all, who is going to want to steal your copy when its turned into Bucket Collector, Doily News, De-Worming World, Cock Handler, Account Man Monthly or Spreadsheet Enthusiast?

There was only one person crazy and talented enough to design them and that was Mark Denton, says Ben. Luckily he loved the idea so it was shot by the brilliant Fern Beresford and designed by Mark at Coy! Communications.

But the road wasnt always as straightforward as that, Ben explains, I wanted to do one magazine called Bollards but, amazingly, that already exists.

At Cannes Lions advertising festival which is from June 17 23rd the campaign will be promoted at the booth of L�rzer�s Archive. Potential readers of L�rzer�s Archive can subscribe for one year and get one of the covers for free. The subscribers are then safe in the knowledge that their copy will always remain in their possession with one of the six beautifully unattractive covers.