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