1. Lenticular Case Study
Commercial & Digital Print
An extremely creative solution for an xtreme
sports magazine
Keeping the leader of pack on top
The International Mountain Biking Association estimates
there are more than 40 million mountain bikers in the U.S.
alone. It’s against this backdrop that we bring you this
RR Donnelley client case study. For years, the publisher
of Decline, the country’s leading mountain biking
magazine, has challenged us to come up with high-
impact ideas for the cover of the magazine’s
November/December issue, given to attendees at
InterBike, industry’s largest trade show, as an
exclusive “first-look.”
Issues from previous years had featured 3D printing
with tipped-in 3-D glasses, multi-panel gatefolds and
even small lenticular executions. And while each
execution was met with great success at InterBike, the
bar was continually set that much higher
for the following year.
Taking the “WOW” factor to radically new heights
For last year’s event, our team met with the publisher in
December to present our latest idea: a full 3-D lenticular
cover. Decline immediately signed off, arranging for one
of its largest advertisers to shoot the cover photo the
following July. Less than a week after the photo shoot,
cover images were uploaded to our facility in West Bend,
WI for prepress and printing.
The printed 3-D lenticular covers and remaining files—
including an additional poster insert—were then sent to
our Pontiac, WI facility. Our teams worked tirelessly to
deliver the finished issue before the tradeshow’s early
September deadline, leveraging our extensive logistics
capabilities to make seemingly impossible timing
entirely doable.
Bigger, better, bolder—the crowd goes wild
Bart Jen Brentjens of the Netherlands won gold in the Olympic’s first mountain biking event ever at the 1996 games
in Atlanta. Decline’s success with this 3-D lenticular issue was a big win too. All first-look trade copies of the issue
were gone within hours of hitting the trade show floor. The publisher also reported that numerous advertisers and
readers contacted them to say how fantastic the cover was—a response unlike any other in the magazine’s
11-year history.
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