The last ever issue

Creative idea

We could just make another campaign against sexism. Instead we took over a symbol of Polish sexism and ended it. We bought the oldest, iconic Polish porn magazine “Your Weekend” to close it. But first we published its very last issue in history. Instead of the usual porn content, it focused on issues of sexism, misogyny, gender portrayal and equality. “The Last Ever Issue” proved that even though press is becoming less relevant, it is still possible to harness the power of the medium in an impactful way.

Brand name: Gazeta.pl
Advertiser / client: Gazeta.pl, Mastercard, BNP Paribas
Product / service: Gazeta.pl
Campaign name: The last ever issue
Agency network: VML
Agency: VMLY&R Warsaw
Additional company: Wavemaker
Production company: Sessions productions: Ewa Kurzawa
Web address: https://twojweekend.pl/en
Executive creative director: Dawid Szczepaniak
Creative director: Maciej Kozina
Art director: Ewelina Wojtyczka, Adam Smereczyński
Account director (agency): Urszula Mazur, Anna Kwiatkowska
Client account director: Michał Rutkowski, Marzena Szkolak, Magda Karpińska
Media director: Edyta Werpachowska
Strategic planner / strategist: Gocha Adamczyk, Paweł Loedl
Pr director: Łukasz Majewski, Anna Marciniak, Małgorzata Szczerbińska, Joanna Błaszczyk, Magda Karpińska, Michał Rutkowski, Daniel Przygoda, Maria Jeppson, Edyta Werpachowska, Natalia Makowska
Photographer: Daniel Jaroszek, Weronika Ławniczak, Paula Patocka, Małgorzata Popinigis, Bartosz Bobkowski, Albert Zawada, Zuza Krajewska, Julia Szostak
Illustrator: Kasia Babis, Anna Nogalska, Beata Sosnowska, Beata Śliwińska
Additional company: DTP: Rafał Cieciura, FACEBBOOK CREATIVE SHOP: Claudio Barreto | Edyta Kotowicz | Sunir Nair | Małgorzata Nierodzińska CREATIVE STRATEGY&SUPPORT: Saul Betmead | Claire Charuau | Lauren Lafranz | Jaime Mandelbaum | Debbi Vandeven