ZMG (Zeitungs Marketing Gesellschaft – Newspaper Marketing Association) in Germany commissioned “The Other Side of Newspaper” (Die anders Seite der Zeitung), a large brochure inviting advertisers to explore the newspaper of the future. Newspapers have reinvented themselves over the last couple of years, becoming more interactive, more local, more relevant. “The other side of Newspaper” uses negative space art by London illustrator Noma Bar to provide new angles to what have seemed to be signs of the newspaper’s demise. Click on the images for larger versions in German.
The morning newspaper awakens the buyer in the reader. Newspaper ads don’t just appear on the page. They appear in the mind. The newspaper. Many media rolled into one. The newspaper – where community spirit feels at home. Newspapers can turn ads into news. Young people today are reading the newspapers of tomorrow.
The Other Side of the Newspaper campaign was developed at Ogilvy Germany, Frankfurt, by chief creative officer Stephan Vogel, executive creative director Matthias Storath, creative directors/copywriters Helmut Meyer and Lothar Mueller, art director Christian Kuzman, art buyer Valerie Opitz, illustrator Noma Bar, graphic designers Peter Belz and Alexander Pfaff, producer Stefan Kriznjak, account director Christian Von Dewall working with ZMG marketing officer Joachim Donnerstag.