Print without print
No questionable ingredients, no color—just nature: McCann pulls the ad—free of additives—from the stack of paper for L'Oréal Paris.
"No colorants, no silicones, no parabens, no mineral oils, no worries, no chi-chi" reads the text of McCann's new advertising supplement for Botanicals Fresh Care by L'Oréal Paris, which will appear in the Burda magazine Freundin from next Wednesday.
The print ad special, which was developed by Executive Creative Director Ralf Zilligen's team in collaboration with Burda's marketer BCN, the AdTech Factory and Freundin, is intended to reflect the naturalness of the advertised product. This is because Botanicals relies on natural ingredients such as coriander, camelina, safflower flower and geranium.
The print insert developed by McCann for the "Botanicals Fresh Care Coriander Starch Cure" shampoo is printed without any color or additives. Only embossed and legible through the natural play of light and shadow, the insert emphasizes the brand essence.
The so-called blind printing or gaufrage process is of course nothing new. However, the fact that all colors are omitted for communicative reasons is at least refreshing. And as a contrast to the otherwise colorful magazine world, it is a guaranteed eye-catcher. (hae)
