The July edition of the(melbourne)magazine and the(sydney)magazine will include  a paper thin video screen featuring Peroni’s beautiful “Calendario” television commercial, inserted in a portion of the print run.

Zac Skulander creative manager Fairfax Media says, “We are delighted with the results of this initiative which we’ve been working on for almost a year.

“We have seen some overseas examples using this technology for stand-alone direct marketing exercises, but what we really wanted to do was to integrate this into the pages of our magazines which we knew would be a world-first.”

The credit card-sized video screen gives readers the opportunity to view a beautiful recreation of an original 1960s television commercial.

Also commenting, Ed Harrison, commercial director at Fairfax Media says, “The(sydney)magazine and the(melbourne)magazine have been innovators since launch, and continue to lead the way in newspaper-inserted magazines.

“This project is a perfect example of how Fairfax Media is working hard to think outside the box and ensure our clients enjoy cutting-edge creative use of all our media platforms. Our clients can expect to see many more pioneering advertising solutions like this in the future.”

The new video was shot in Bellagio, Lake Como and features stylish models from around the world. Unlike a conventional television campaign, readers are also able to view a glimpse of behind-the-scenes activity.

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