Cameo

Cameo is especially notable for two money saving reasons: 

The first is obvious: The need to control your environment in promotion is a mighty battle. We favor double page spreads whenever possible.  Their power and purity is far greater than the cost of the second page of an impression might suggest.  Most of all, we have decades of history in noting consumers’ response to a spread vs a single page.

But if a budget cannot support double page insertions, or if there are a number of items to be highlighted at a single time (like market week or during a promotion or launch), we love the use of fractional page ads controlling the editorial.  There are not many magazines available for this kind of placement, but we’ve used it successfully in Architectural Digest and, most notably and often in – The New Yorker.  All four corners in 1/3 square ads allow four items or room sets to be seen and a double page spread controlled for a fraction of the cost of two contiguous pages.

Additionally, Cameo’s four lead patterns required four great room sets, but frankly, they didn’t have a budget large enough to do any of them justice.  Rather than create low-rent versions of our own first-rate work, we built a canvas set with a cantilevered rake, a real mattress and box spring and a dowel for a window curtain.  All the rest is painted on the canvas. Nothing was done by computer. For what it’s worth, it is all painted, but all real. And four room sets were photographed within budget.


Next Story…