The Australian Financial Review Magazine will feature stunning platinum foil covers to celebrate its two pre-Christmas issues, the December and Summer editions.
In a first for AFR, the premium creative execution features on the cover of the magazine then extends onto a six page roll fold off cover to mark the launch of BMW’s all-new 7 Series.
AFR editor Katrina Strickland said, “We are very proud of our platinum foil extension covers, which highlight the way in which advertisers and editorial can work together to devise creative executions that burnish both the magazine and the advertised product without compromising the integrity of either.
“It was a great lateral challenge for our designers and printers, who cleverly, but subtly, created a solution marrying the cover and roll fold advertisement together.
“The December issue is our annual Jewellery special so we knew the platinum foil would make the cover really sparkle. The foil is used not only as a backdrop and on some of the cover lines but also to highlight parts of the jewels on Parisian jewellery designer Victoire de Castellane’s hands, who we feature in that issue.”
BMW GM of marketing Stuart Jaffray added, “The all new BMW 7 Series is the pinnacle of premium luxury, showcasing BMW’s industry-leading expertise in technology and innovation. It is an extraordinary statement from our brand.
“Our brief to Vizeum and Ogilvy, our marketing agencies, was to emphasise these elite features in all aspects of our communications, including the execution of our creative direction and the selection of our media partners.”
The platinum foil extension will also feature on the cover of The AFR Magazine Summer issue, which will profile one of the country’s most intriguing and powerful women.