There are tons of examples of creative print advertising where folds are integrated, but this clever ad from Correio da Manhã puts a new spin on the idea.
In an unusual stunt to advertise its new responsive website using traditional print media, the brand set up a newspaper ad that could be folded. When folded along specific lines, the responsive print ad could be adapted to display a number of columns for easier reading. Although responsive design is common to see on the web, this is a clever way to show off how much easier the new site is, before people even have the chance to go online. Now that a lot of people are looking to the web for news, this is an effective way for Correio da Manhã to show that it caters to its readers in all formats.