A Different Point of View


Produced by WIRE

Role: Creative Director, Copywriter

In an age where print circulations are down, the launch of Platinum Magazine needed to be bold, brave and more than anything resonate with our audience – women over 50. Despite their positive outlook, research told us that these women strongly believe their demographic is wrongly perceived by society, with two thirds feeling misrepresented by media. ​​​​​​​

So, for our campaign, we decided to tell their real stories. In a way that was entirely unexpected. Stretching across out-of-home, digital and social media, and print advertising, we combined a bold TOV with a vibrant look and feel that made sure the launch was unmissable. 

The campaign sold 120, 000 copies of the new magazine, 20% above DC Thomson Media’s set target