Playboy Print Debbie Before by Y&R Johannesburg

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Debbie Before

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Industry Magazines
Media Print, Magazine & Newspaper
Market South Africa
Agency Y&R Johannesburg
Executive Creative Director Rui Alves
Art Director Ismaeel Chetty
Copywriter Werner Marais
Designer Rowan Foxcroft
Released April 2013

Awards

The Loeries Awards 2013
DIGITAL & INTERACTIVE COMMUNICATION MOBILE ADVERTISING Silver
PRINT COMMUNICATION TACTICAL USE OF MAGAZINE Campaign Bronze

Credits & Description

Playboy South Africa wanted to Y&R South Africa to migrate readers from print to online in order to increase online subscriptions. After 60 years of delighting its readers, Playboy Magazine bravely sabotaged their own publication by running three centerfolds with the ânaughty bitsâ hidden in the gutter. The phrase, "THIS WOULDNâT HAPPEN ONLINE." enticed readers to scan the QR Code and go online to enjoy the full picture in all its glory â and get a free 3 month online subscription to Playboy.co.za *Try it for yourself. Open the hires pics and use your QR Reader to scan the Bunny.
Category: Publications & media
Client: Playboy South Africa
Agency: Y&R South Africa
Country: South Africa
Chief Creative Officer: graham lang
Executive Creative Director: Rui Alves
Copywriter: Werner Marais
Art Director: Ismaeel Chetty
Designer: Rowan Foxcroft