And the Winner is … the agency Carat has won the German Media Award from W&V in the category “Media Idea of the Year Print” for its client VELUX with the Shadowprint advertisement that appeared last year in WELT AM SONNTAG and DIE WELT.

What the jury says:

“Carat Germany for Velux Germany: Velux – You can imagine it, you can have it!
In a moving image campaign, Velux shows how homeowners dream of their new rooms transformed by a Velux window. This campaign was to be translated into the print medium. This special ad appeared in sophisticated daily/weekly newspapers, which are highly relevant to the target group of homeowners, which – held up to the light – made it possible for the target group to experience the transformation of a room through a Velux roof window.
Jury statement: ‘This idea adds a completely new use to a traditional medium that hasn’t been seen before. It is fresh and surprising.” (W&V)

Here you can see how the Shadowprint works.