We love a challenge at Red C. So when our client at Marisota came to us with a challenge to enter and try and win the NatMag 100 award… we jumped at the chance. Billed as the most coveted media award of 2010, the NatMag 100 award gives agencies the chance to win a 250k multimedia campaign for one of their clients. To be in with a chance of winning, media and creative agencies must devise the most innovative and creative ad campaign for an individual brand, utilising a combination of the leading UK publisher’s brand portfolio and platforms to target women or men in the UK.

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It probably hasn’t escaped your notice that in September an edition of Entertainment Weekly in the US will feature the world’s first video-in-print advert. Previewing programmes from CBS’s upcoming season as well as adverts for Pepsi… the video advert will work by having slim screens inserted into the magazine that are activated when the magazine pages are opened – kinda like what happens on greeting cards.

Each chip that feeds the screen can hold up to 40 minutes of video with the battery that powers the chip and screen being able to play for about 65 to 70 minutes. This battery can then be recharged by plugging in a mini USB cord and once you’ve got bored of the content contained in the chip… you can download additional content from the Web. Sounds clever, and expensive… so will it take off?

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