These paper jackets were created by a designer on behalf of German magazine Motz.
This is one of the more interesting marketing ploys in recent memory. Apparently, Motz is the most popular magazine for homeless people in the capital of Germany. So in an effort to both market to homeless people and include them in their marketing plans, Motz commissioned an unknown designer to morph their magazine into paper jackets. The idea of this campaign is that homeless people rely on Motz magazine as much as they rely on their clothing to keep them safe (and warm.)
At the press conference, homeless people presented the paper jackets. This campaign was both meant to advertise the magazine and bring attention to homelessness in Germany.
Paper Mache Magazine StuntsDuplicate
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Motz Magazine Creates Paper Jackets to Market to the Homeless
By: Jonathon Brown - Published: Jan 6, 2013 • References: ibelieveinadv