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.