Apple's iPad Mini campaign by TBWA Media Arts Lab won the Grand Prix in press, a category that the tablet once seemed designed to kill but now is offering what jury president Marcello Serpa described as redemption by enabling readership of print products.
What it is: 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, from real issues of Time, Surfer, Wired, the New Yorker and Wallpaper, are stunning.
The jury: Marcello Serpa, partner and chief creative officer of Almap BBDO, Sao Paulo, and an art director, presided over a category he loves. "Print is a magical medium, inside a frame," he said. "If an idea is there, it pops up. There's no case video, no music." He has been a judge twice before, in 1995 when the festival consisted mostly of film, print and the beach, and in 2000.