Lürzer's Archive to be promoted at Cannes Lions with ‘untouchable covers’
Lürzer’s Archive, the world’s ‘most stolen magazine’, has come up with a way, created by Ben Gough at Leo Burnett / Arc London, to let its readers keep their copies safe.
Gough said: “I was on luerzersarchive.net when, on one of the pages, I saw Lürzers being described as ‘the world’s 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 Lürzer’s into something you don’t want to steal and the Untouchable Covers idea was born.
“I wanted to do one magazine called ‘Bollards’ but, amazingly, that already exists.”
Mark Denton of Coy! Communications created magazine sleeves ‘untouchable covers’, with names such as Bucket Collector, Doily News, De-Worming World, Cock Handler, Account Man Monthly and Spreadsheet Enthusiast, to make colleagues unlikely to pick up a copy.
The campaign will be promoted at Cannes Lions advertising festival, with subscribers getting a cover for free.
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