PANINI VERLAGS Promo, Case study MAD LIGHT BULB by Serviceplan Munich

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Industry Magazines, Retail, Distribution & Rental companies
Media Promo & PR, Case study
Market Germany
Agency Serviceplan Munich
Creative Director Ekki Frenkler, Henning Patzner
Art Director Stefanie Paulus, Jan Kromka
Copywriter Valerie Koch
Photographer Alan Grund
Account Supervisor Chris Kunzendorf, Annmarie Möller, Dorle Mietzner
Released January 2011


One Show 2011
One Show Out Of Home / Single Silver

Credits & Description

Category: Best Use of Outdoor
Product/Service: MAD MAGAZINE
Date of First Appearance: Jan 28 2011
Entrant Company: MEDIAPLUS, Munich, GERMANY
Chief Creative Officer: Alex Schill
Creative Director: Henning Patzner/Ekki Frenkler
Copywriter: Valerie Koch
Art Director: Jan Kromka/Stefanie Paulus
Account Supervisor: Dorle Mietzner/Annmarie Möller/Chris Kunzendorf
Graphic Design: Andreas Kienle
Photographer: Alan Grund
Production Company: Colin Patersson
Media placement: Light Bulb - Light Bulb - 28.01.2011
Insights, Strategy & the Idea
Mad Magazine is still the classic satirical publication you used to continue reading past bedtime under the covers with a flashlight. Unfortunately, when bedtimes were no longer enforced, our target audience traded in satire for more serious reading materials. Consequently Mad Magazine editorial departments worldwide had to close, resulting in the magazine limiting its printing to: the United States, Brazil, Australia, and Germany.
We wanted to encourage former readers to make space on their mahogany bookshelves for Mad Magazine because today it continues to be the smart, witty periodical that truly is relevant to their adult lives.
To prove this, we created an advertisement for Mad Magazine that parodied one of the most memorable outdoor advertisements, for the smartest magazine – The Economist. The juxtaposition of intelligence and humour remained true to Mad Magazine’s satirical style while also appealing to mature audiences.
Creative Execution
Our parody advertisement reignited The Economist’s light bulb billboard in the satirical style that Mad Magazine is famous for by flipping the reference ad on its head.
The light bulb on The Economist billboard lit up when pedestrians walked underneath, while the light bulb on our Mad Magazine billboard would go out when people walked under our advertisement.
We achieved this by setting up a motion sensor, that turned the light off as people walked passed it, giving the illusion that they had short circuited the light as well as their intelligence because of their exposure to Mad Magazine.
Results and Effectiveness
Our billboard helped Mad Magazine to gain popularity amongst adult readers. Online coverage of our advertisement also brought the magazine to people’s attention worldwide.
The German Mad Magazine editorial department received several letters to the Editor sharing their appreciation for the witty billboard. Two weeks after our billboard’s release German subscription sales showed an increase.