|Media||Print, Magazine & Newspaper|
|Executive Creative Director||Rui Alves|
|Art Director||Ismaeel Chetty|
|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.