Leo Burnett, London for Lürzer's Archive: The Untouchable Covers

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Leo Burnett, London invented a useful technique to prevent the theft of the world’s most stolen magazine: Lürzer’s Archive’s “Untouchable Covers.” Read more about this –nearly– mission impossible.

Tired of getting the copy of Lürzer´s Archive magazine stolen?

As Lürzer’s Archive lives up to its name as the world’s most stolen magazine, no one can ever be sure who owns the copy at the end of the day.

Lürzer’s Archive is full of the best advertising, design, photography and inspiration from all over the world. No wonder the people in the office steal the copy all the time.

So to combat this crime Leo Burnett / Arc London have created the Untouchable Covers designed by Mark Denton of Coy! Communications’ which will then turn the un-putdownable into something un-pickupable for the colleagues of creatives.

Ben Gough, the creative at Leo Burnett / Arc London who came up with, wrote and art-directed the concept explains how the idea came about; “I was on luerzersarchive.net when, on one of the pages, I saw Lürzers being described as ‘the world’s most stolen magazine’, which completely rang true. I am furious when someone nicks my copy (and I ignore the fact that half of my own collection has been pinched from other people.) Very quickly I had come up with ideas to create anti-theft devices to turn Lürzer’s into something you don’t want to steal and the Untouchable Covers idea was born.”

Untouchable Covers are magazine sleeves that not only disguise the precious Lürzer’s Archive but turn them into publications so boring, unpleasant or controversial that no one will pick them up, let alone steal them.

The pre-launch idea was to kick off with the world´s most beautiful Lost Posters. Top illustrators created amazingly attractive, ambient lost posters, which were sited in and around leading advertising agencies – they have been spotted on lamp-posts, in lifts and as leaflets in agency receptions.

Lürzer´s Archive is offering the Untouchable Covers free to new subscribers to the magazine, to protect their new investment. After all, who is going to want to steal your copy when it’s turned into Bucket Collector, Doily News, De-Worming World, Cock Handler, Account Man Monthly or Spreadsheet Enthusiast?

“There was only one person crazy and talented enough to design them and that was Mark Denton,” says Ben Gough. “Luckily he loved the idea so it was shot by the brilliant Fern Beresford and designed by Mark at Coy! Communications.”

But the road wasn’t always as straightforward as that, Ben Gough explains, “I wanted to do one magazine called ‘Bollards’ but, amazingly, that already exists.”

At Cannes Lions advertising festival which is from June 17 – 23rd the campaign will be promoted at the booth of Lürzer´s Archive. Potential readers of Lürzer´s Archive can subscribe for one year and get one of the covers for free. The subscribers are then safe in the knowledge that their copy will always remain in their possession with one of the six beautifully unattractive covers.

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Sandra Lehnst
Luerzer's Archive
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