Lürzer's Archive : the new issue out now with a precarious HARVEY NICHOLS cover, award-winning campaigns and exhibiting at the UPdate 12

The new issue of LÜRZER'S ARCHIVE is out now! We have attached the controversial cover, which was voted for on Facebook, as well as a couple of sample pages. Six motifs were put to the vote. The winner was the advertising image by DDB London for the Harvey Nichols Sale with the claim ‘try to contain your excitement’.

An eye catcher as a poster campaign, yet somewhat challenging on the coffee table. The editors at LÜRZER'S were also divided in opinion and gave their ‘likes’ to the alternative covers. Yet editor in chief Michael Weinzettl was impressed from the start and the poll proved his point:

‘You ask me why I thought from the beginning that the Harvey Nichols should be the one? Well, just because it’s the most striking and iconic image to come our way in a long time. Of course the Axe poster is beautiful and smart and exciting in its way, and as I said last time, would have deserved much more than the Bronze Lion that it got in Cannes this year. Also, it comes from a campaign that is arguably “better” advertising that the one for Harvey Nichols. But I firmly believe that a decade from how, when we will look back at this year in advertising, it will be the Harvey Nichols image that will be remembered rather than the lovely Axe ad.’

The magazine presents another creative smorgasbord of the latest campaigns in the following categories: social and environment, services, publishers and media, vehicles, … we asked Christian Hrdlicka, Managing Editor of LÜRZER'S ARCHIVE to tell us how the magazine is made:

‘The work is entered by the creatives and the advertising agencies, we receive around 3,000 entries per issue. In addition to this the editors research outstanding advertising from various sources (festivals, agency websites, blogs etc.) and actively invite engaging creatives and agencies to hand in their work to us. We take part in over 20 festivals every year – as judges, exhibitors, visitors or through our partners. Our editor in chief Michael Weinzettl then ultimately decides what will actually be featured in the magazine.’

Featured spots can then be easily viewed using a QR Code reading app on a smart phone. As a teaser we have included three recent spots, which are currently being featured by LÜRZER'S: the AGENT PROVOCATEUER AW 2012 campaign by director Tim Pope with Mónica Cruz as a model, SOUTHERN COMFORT by director Tim Godsall plus EL BAWADI by Elephant Cairo (click here for an interview with CD Ali Ali).

The DIGITAL section presents exciting projects from the wonderful world of advertising. For example EVIANS Smart Drop Project (BETC Euro RSCG) – a fridge magnet with Wifi, which orders a new ration of Evian water once supplies are running low. The KHAN Academy is currently collecting free tutorial videos on various subjects on its website.

We are looking forward to once again welcoming Sheila King of LÜRZER'S ARCHIVE at the UPdate. She will present new issues on October 26 at the Ritz Carlton and will be ready to answer any questions about the magazine in her usual charming style.