When you open the box the first thing you encounter is a magnifying viewer placed over a brochure, with what seems like a standard shot of a Megane on the cover. But no - looking through the viewing glass you see the dot formation of the image and a tiny headline: 'The new Megane. Refined to the smallest detail.'
You then remove and use the magnifying viewer to read all subsequent headlines and copy in the brochure. This allows for big, bold and virtually uninterrupted, close-up images of the car.
On the last page is 'The large print' (about 12pt) - a neat way of retaining the idea throughout, while satisfying the need to include some copy readable without the magnifier.
I like this because it isn't just an idea that simply tracks from the outer to the brochure cover, it's a complete idea that runs throughout the piece, keeping the reader engaged until the very end.
My only slight criticism is that the outer headline - 'Take a closer look at the new Renault Megane' - is a little obvious and a bit punny. Thankfully, it's all uphill after that.
Agency: Publicis Dialog.
_1.jpg)
.jpg)
