Agency: TMG

Name of campaign: “ "JCK' Magazine Paper Dresses”

Launch date: June 2010 Creative credits: Marketing director: Rebecca Loveridge; project manager: Brandon Wamsat; designer: Adam Selman

Why we liked it: Reed Exhibitions took over <i>JCK</i>, a jewelry industry publication, from its sibling company, Reed Business Information, which was divesting much of its trade publishing empire. To promote the relaunch of the magazine at a trade show, <i>JCK</i> borrowed an idea from TV's “Project Runway.” Using the inaugural cover of its new magazine as fabric, <i>JCK</i> created paper dresses. They looked fantastic. Mondo—or any of the other “Project Runway” designers—would have been proud. Ditto for Tim Gunn. Even at a trade show, where models are often used as exhibit booth draws, this promotion stood out. The models and their paper doll dresses created a sensation on the event floor. Attendees lined up to have their pictures taken with the paper-dress clad models.<"/graphics/best2010/creative/reed_small.jpg">