Playboy Magazine: Hands, 4 by Neogama for Playboy

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Playboy Magazine: Hands, 4

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Industry Magazines
Media Print, Magazine & Newspaper
Market Brazil
Agency Neogama
Creative Director Marcio Ribas, Wilson Mateo
Art Director Roberta Moraes, Daniel Poletto
Copywriter Rodrigo Senra, Andre Godoi
Released June 2012

Credits & Description

Category: Posters
Advertiser: PLAYBOY
Product/Service: MAGAZINE
Agency: NEOGAMA/BBH
Chief Creative Director: Alexandre Gama (Neogama BBH)
Creative Director: Márcio Ribas (Neogama BBH)
Copywriter: Rodrigo Senra (Neogama BBH)
Art Director: Daniel Poletto (Neogama BBH)
Producer Director: Mariah Bayeux (Neogama BBH)
Art Buyer: Daniella Grandini (Neogama BBH)
Advertiser's Supervisor: Larissa Medialdea (Playboy)

Describe the brief from the client
Our client – Playboy magazine – wanted to establish its position among a younger audience, reinforcing its image as the magazine that features the most desired women.

Describe the challenges and key objectives
Our goal was to rejuvenate the brand’s image to a younger public, so we directed our communication directly to them.
In addition, the campaign needed to convey the visual refinement of the magazine. We needed to use the right tools so that the pieces could be placed anywhere.

Describe how you arrived at the final design
The campaign needed to speak the language of our target audience, and that’s why we worked with graphic and behavioural elements that were linked to their universe, adding a more modern a fun aspect to the brand’s image. We used illustrations that allowed the pieces to be featured in several different media. This way, we reached our target in places we had never reached before.

Give some indication of how successful the outcome was in the market
The magazine was able to reach a younger audience and revitalise its image, in addition to increasing its market share. It also reached places that it had never reached before, enabling it to speak with a distinct and totally new audience.