theBrief A unique opportunity to have a gatefold advertisement on the cover of respected photographic magazine, Aperture, presented Polaroid with an ideal opportunity to recruit new readers for its own publication.

theSolution The unusual format of the advertising space itself enabled a concept that lead with a headline which borrowed from the instructions of Polaroid's' own films. "Peel apart to reveal image".

theResult As soon as the ad was published the website saw an immediate increase in registrations for the magazine, which has grown the circulation to a now global coverage.