Consumer Apparel

GOLD: Print Channel

L.L. Bean, Christmas Favorites 2008

One word on the cover of this L.L. Bean holiday edition sums up this catalog: Joy. Better still, the “o” in joy is a die-cut circle that exposes a fabric swatch of Bean's “Wicked Good” flannel shirt.

WHY IT WON A GOLD AWARD: The use of the fabric sample visible and touchable through the front cover is a differentiating factor, said one judge. Bean has been using the fabric sample for a few years, and it's always a crowd pleaser.

“The cutout is an exceptional use of the ‘missing’ tactile element catalogs struggle with,” said a member of the panel.

Inside, the book's product selection is familiar to the broadest audience, pointed out one panelist. “There is plenty of product for self-buying and gift-giving, appropriate to the season in a variety of locations.”

IDEA TO STEAL: Make your back cover work as hard as the front. This particular back cover, which promotes Bean's fleece-lined hoodie jackets, “does a nice job of showing representative price points and repeating the offer,” said one judge. — MD

Director: Don Oakes

Designers: Erica Eysenbach, Andrea Kolpack

Creative directors: Jenna Klein Jonsson, Marcia Minter

Marketing director: Nancy Dynan-Fischman

Print/production director: Jason Kendeigh

Copywriter: Leslie Gomes

Copy manager: Craig Fessler

Art directors: Betty Fuller, Greg Gorman

Printer/color separator/prepress provider: Quad Graphics

List broker: Millard Group

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