Hertfordshire-based Abstract Group created art installations of the pop-up pieces for Antalis McNaughton’s exhibition stand at the customer event, Roadshow, on seven A2 spreads based on an accompanying direct mail campaign aimed at designers.
The designs were bound in an A3 hard cover and printed on Antalis McNaughton’s Creative Papers range and featured as the prize of a draw that ran throughout the company’s 11 customer events across the country.
"Decades of Design" accompanied a direct mail campaign conceptualised by design group Stocks Taylor Benson, featuring seven individual inserts inspired by buildings, cars, typefaces and fashion from previous decades.
The campaign showcased different uses for the Creative Papers – including Conqueror, Keaykolour, Rives, Pop’Set and Curious Collection – featuring various print techniques.
Print company Allens was assigned the offset printing for the campaign, and Screentec produced screen printed inserts, which were accompanied by pages that had been treated with foil blocking, spot UV and embossing.
Abstract Group created sketches based on those featured in the direct mail campaign to be converted to Kasemake files compatible with the company’s CAD system. The art pieces were then cut by hand on a plotting table and produced in individual A2 hard-bound covers for display at the Roadshow.
Antalis’ operational marketing manager for Creative Papers Peter Harrison said: "The campaign has created an enormous amount of interest from our customers.
In particular, customers showed an interest in how creative papers can be used for applications such as luxury packaging. Customers were also interested in seeing how Conqueror can be used for creative pieces, rather than business stationery for which it is well known."
Sasha O’Neill, marketing manager at Tyneside printer Elanders, who won the exclusive pop-up book, said: "It was a very interesting concept - it taps into trends of every generation from the 1920s art deco through to the 80s.
"Creative is a big part of the marketing communication industry – it needs to be engaging. We need to consider the visual concept and this does; there is the intrigue to turn page after page. It is a highly engaging piece of marketing literature."
