Contagious Magazine’s coverage of the Mr Lee superhero campaign for Sony Playstation DC Universe Online Game has won two awards at the 2012 ANDY Awards. Mr Lee: Tailor to Superheroes and Villains was a pop-up boutique in Madrid. The shop allowed people to create their own character, choose their superpowers and design their original outfit, which Mr Lee then created. Contagious’ cover concept for Issue 27 / Q2 2011 extends across the front cover, back cover, inside cover and DVD insert, taking a key image from that quarter’s most Contagious campaign, showing it from the front and back, stamped with the Contagious logo.
The cover featured one of Mr Lee’s unique creations, rendered to show the front and back, while the inside cover and DVD insert display Mr Lee’s tailor’s tools and concept sketches, with elements picked out in spot varnish.
Contagious selected the cover because it strongly demonstrated customisation, personalisation and originality as well as actually creating a unique product with strong links to the game that the campaign was designed to promote. The subsequent talk value and prestige of owning a unique costume, specific to your superpowers, ensured that the campaign was genuinely Contagious.
The Contagious Cover won a silver award for illustration and bronze award for graphic design at the 2012 International ANDY Awards.
The Mr Lee Contagious Cover was produced at Leo Burnett Iberia by senior art director/creative director Juan Seviila, art director Bruno Nakano, senior copywriter/creative director Juan Christmann, 3D designer Antonio Veiga Vidal, graphic designer Dean Dorat, account director Asier Garcia.