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iPad Mini ad campaign wins design award for magazines

by David Needle

June 19 2013

In an award that also highlighted the transition from print to digital media, Apple’s iPad Mini has won the Grand Prix in Press award for a series of magazine-related ads. 

The ad campaign was created by TBWA Media Arts Lab. 

As noted by Ad Age, each of five print ads features a different magazine's cover at the left, and the same cover within an iPad Mini at the right, with a small Apple logo and the tiny words iPad Mini at the bottom. 

The covers were from real issues of Time, Surfer, Wired, the New Yorker and Wallpaper. 

"It has a kind of guerrilla feeling," said jury president Marcello Serpa. "It's a product that goes inside the media and says I'm going to kill you, [then] I'm going to save you. Let's embrace. It's redemption." 

Serpa said in the Ad Age piece that though the tablet once seemed designed to kill magazines, it's now offering a kind of redemption by enabling readership of print products.

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