Earlier this month, there were reports that the relationship between Apple and ad firm TBWA Media Arts Lab were strained because of the leadership style of Apple’s SVP of Worldwide Marketing, Phil Schiller (reports disputed by TBWA/Media Arts Lab). However, the two companies appear to be doing a pretty good job of working with each other despite these setbacks. On Thursday, an iPad mini ad campaign from Apple and TBWA won one of the most notable awards in advertising: the Grand Prix for Press award. Apple and TBWA were awarded the prize at the Cannes Lion International Festival of Creativity.
The print ad campaign was published in several different magazines—including Time and Wired—and featured images of an actual magazine cover on an iPad mini screen. The corresponding magazine cover was shown on an iPad screen on the backside of the magazine with a substantial amount of white space in the back. This left room for Apple to add in tag lines and retain the popular white background which they use in most of their promotional images and videos.
According to a report from AdAge, Apple won the award because judges were looking for something that made print as a category into “a hero.” With the rise of new e-reader technology such as iBooks and the Kindle, print media has been losing traction in the market. As a result, this award celebrates that Apple used print in such a creative way by promoting print. This is a good sign for both Apple and TBWA as they have recently set out with a sentimental approach for iPhone ads, and an award could help them to focus on different products and features.