BMW campaign takes a shine to AFR

Fairfax is putting the pedal to the metal literally, with two foiled advertising specials to celebrate the launch of the new BMW 7 Series.

Two pre-Christmas editions of the Australian Financial Review Magazine feature stunning platinum foil covers - extending to a six-page roll fold off cover - in a first for the newspaper.

The December cover makes the jewellery issue sparkle, with foil used not only as a backdrop and on some cover lines but also to highlight parts of the jewels on the hands of Parisian jewellery designer Victoire de Castellane.

The newspaper supplement is printed by IPMG member Hannanprint. Internally, credits go to design director Tim Boer for the cover design, working closely with production specialist Andrew Moore.

Foil will also be used in the summer issue, published on December 11, which will profile one of the country's most intriguing and powerful women.

Magazine editor Katrina Strickland says the platinum foil extension covers highlight the way in which advertisers and editorial can work together to devise creative executions that burnish both the magazine and the advertised product without compromising the integrity of either: "It was a great lateral challenge for our designers and printers, who cleverly, but subtly, created a solution marrying the cover and roll fold advertisement together," she says.

BMW general manager of marketing Stuart Jaffray says the brief to marketing agencies Vizeum and Ogilvy was to emphasise the 7 Series as "the pinnacle of premium luxury" in all aspects of communications, "including the execution of our creative direction and the selection of our media partners".

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