Conceived by ad group Leo Burnett and designed by consultancy Coy Communications, the new Crap Covers sleeves come with every new subscription.
Coy’s director Mark Denton played magazine art director and worked with Coy photographer/director Fern Berresford and typographer Kate Henderson on the anti-design project.
Berresford says, ‘Hands up who would want to half-inch Bucket Collector, Doily News, Account Man Monthly, De-Worming World, Spreadsheet Enthusiast, or Cock Handler…we thought not.’
They’re all rather good, but we’re particularly taken with De-Worming World, which comes with the cover line, ‘The Gloves Are Off (do you prefer it without gloves).’
Berresford got to experiment with different photography styles for each cover and shot the whole set in one day, although some were more painstaking then others.
‘Getting a pug to look back with its arse to camera is quite difficult,’ she says.
The set of Crap Covers are being offered to subscribers now but will launch as a campaign at creative industry festival Cannes Lions next week.