Playboy Magazine: "CASTING" Online Advert by Grey Argentina

Type of entry: Best Integrated Campaign
Category: Best Integrated Campaign Led by Direct Marketing
Advertiser: GRUPO Q
Product/Service: PLAYBOY MAGAZINE
Agency: GREY ARGENTINA Buenos Aires, ARGENTINA
Executive Creative Director: Sebastián Garín (Grey Argentina)
Creative Director: Diego Rubio, Coco Olivera (Grey Argentina)
Copywriter: Coco Olivera (Grey Argentina)
Art Director: Diego Rubio (Grey Argentina)
Account Director: Jorge Villar (Grey Argentina)
Account Executive: Simón Dukart (Grey Argentina)
Project Manager: Nathalia Heim (Grey Argentina)
Interactive Manager: Christian Krikorian (Grey Argentina)
Director: Ale Burset (Red Creek)
Producer: Ivan Entel (Red Creek)
Agency Producer: Juan Carlos Barrios (Red Creek)
Senior Web Designer: Juan Duchen (Red Creek)
Augmented Reality Programmer: Odica (Red Creek)
Executive Creative Director: Pablo Gil (Grey Argentina)
Art Director: Gonzalo Rango (Grey Argentina)
Director: Martin Kopen (Red Creek)
Producer: Martin Fiegelman (Red Creek)
Agency Producer: Jorge El Negro Ibañez (Red Creek)
Describe the brief from the client:
Women are one of the most important targets for Playboy Magazine, without them men wouldn’t buy it. The objective of the campaign was to invite the most beautiful women in Argentina to make a casting call so as to be part of the magazine
Creative Execution:
The idea gave women of all the country, the possibility to participate in a Playboy Casting call. It was a revolution the way in which Playboy did the castings calls all around the world, reducing costs, and reaching much more public. Thanks to this original idea invaluable major levels of press where achieved.
Describe the creative solution to the brief/objective.
For the first time a woman, wherever she was, could take part on her own online photo session to become the next Playboy cover girl. Once she entered castingplayboy.com, a Playboy photographer did an online photo session with her using her webcam. Then she chose the best photos, compiled her book online, and got all her friends to rate her.
Describe the results in as much detail as possible.
Many of the girls ran their own campaigns on Twitter , Facebook, blogs and local media. The casting sessions immediately became a topic of conversation everywhere and comments were made in media all over the COUNTRY.
More than 125,000 men registered on the page to vote for their favorite girl.
Over 1650 girls took part in the casting call and 63 were shortlisted, increasing future playmates data base by 83%.