< width="180" height="150" align="left" src=" tabs. " alt="" />Local and world news, stock market reports, sports scores, lifestyle info, the most tantalizing gossip—you can find just about everything in today’s newspaper. But you can practically say the same thing for Nokia N series multimedia computer, with its wireless communication, broadband connectivity, media players, a digital camera, GPS and even a mobile TV. A veritable broadsheet in a tiny black case.
Then Nokia’s agency, Aspac-Law, turned the analogy on its head. It took the Philippine Star and made it a veritable Nokia N series multimedia computer, albeit with a very large form factor.
They attached several tabs that help readers browse through different sections of the newspaper. They read “I want business news,” “I want lifestyle news,” and “I want entertainment news.” One last tab says, “Everything I want is here.” Open the paper to that page and a full-page, full-color Nokia ad clinches the idea.
Executive Creative Director Randy Tiempo explained that initially, the plan was to put tabs on both broadsheets and monthly magazines. Production costs proved a bit daunting, expecially for the mags, so the campaign was scaled down to just the dailies.
The Aspac-Law creatives boast that this idea breaks the law. Yes, it’s an interesting execution, a creative use of media, and it certainly ignores some of the conventions of print design.
But “law-breaking”? Andy Law has to find a better way to keep his name in the press.
