SHOWCASE

The last ever issue

Awards: Silver Drum
Entry code: V07001GD19
Agency: VMLY&R Warsaw
Advertiser / client: Gazeta.pl, Mastercard, BNP Paribas
Group:

Campaign idea

A teaser campaign a week before the launch created excitement about the magazine’s last issue. Nationwide offline and online sales were launched on International Women’s Day. Gazeta.pl sold “The Last Ever Issue” through their publisher’s distribution networks. Sales were supported by an integrated campaign including OOH, cinemas, radio, social media and PR. 100+ copies of the magazine were sent out to journalists and influencers which ignited a fierce social media debate. A content section was created at gazeta.pl. It publishes content related to sexism, equality and gender portrayal. This content was redistributed through the media channels of what used to be an objectifying adult magazine.

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

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