The last ever issue

Entry code: Z15001GD19Agency: VMLY&R WarsawAdvertiser / client: Gazeta.pl, Mastercard, BNP Paribas
Group: Z Social Good, Z15 Profit social good

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: VMLY&R
  • 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