Lenticular challenge

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Bauer Media have taken a creative approach for their latest Woman’s Day street-poster Halloween-themed street-poster campaign.

The concept called for a poster featuring a woman with a split personality. Viewed from one angle, she would be the familiar Woman’s Day matriarch, Yelena. Viewed from another angle, she would be a witch.

Phantom managing partner Jamey Holloway said: “Yeah, we can do it. It’s a lenticular image, so our printing and production guys will just have to figure out how to make that work on an A0 street poster.

“Turns out, nobody (as far as we can tell) has ever printed a giant lenticular street poster before. So now we have a challenge on our hands. Just as well we love challenges.

“It took a lot of work – and some secret backroom wizardry – but we made the Woman’s Day witch a reality. She’s now gracing Phantom frames in a range of high-profile locations and helping the magazine capture attention on the street.

“A perfect opportunity to transform our fabulously over-the-top Woman’s Day matriarch Yelena from princess to a wretched witch.”

Bauer Media marketing manager Lauren Dyke said: “We wanted to do something a little bit wicked this Halloween. With a multi-faceted retail, print and social campaign centred around the spooky celebration, we were looking for a creative execution to complement our Halloween takeover and from there, the lenticular street poster was born.

“We loved the idea of being able to have a bit of frightful fun with our Happy Halloween messaging.

“This was the perfect opportunity to use our fabulously over-the-top Woman’s Day matriarch Yelena and transform her from perfect princess to a wretched witch.

“Working with Phantom has been an absolute breeze, from the initial brief to concepting the creative. And as New Zealand’s number one women’s magazine, we’re chuffed to have worked with them on a

For those (like us) who had to look it up: Lenticular printing is a technology in which lenticular lenses (a technology that is also used for 3D displays) are used to produce printed images with an illusion of depth, or the ability to change or move as the image is viewed from different angles (Wikipedia).

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