The Economist "Mettle Detector"

To distinguish the Economist reader from the man-in-the-street, we transformed anti-theft alarms in bookstores into "Mettle Detectors" by inserting chips into the magazines.

Creatives: Kevin Joseph, Cinzia Crociani, Deng Yingzhi
Creative Directors: Troy Lim, Jon Loke
Cannes Finalist: Promo & Activation
One Show  Finalist: P.O.P and In-Store