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.

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.

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.