Playboy: GARAGE TOUR

Credits & Description:

Category: Media, Arts and Entertainment

Advertiser: PLAYBOY

Product/Service: MAGAZINE

GENERAL CREATIVE DIRECTOR: SEBASTIAN GARIN/PABLO GIL (GREY ARGENTINA)

CREATIVE DIRECTOR: Daniel Fierro/ Gonzalo Ricca (GREY ARGENTINA)

COPYWRITER: Hernan Kritzer/Rodrigo Greco (GREY ARGENTINA)

ART DIRECTOR: Lisandro Cardozo, Tomas Duhalde (GREY ARGENTINA)

CREATIVE DIRECTOR BTL: ESTEBAN LORENZUT (GREY ARGENTINA)

ACCOUNT MANAGER: JORGE VILLAR (GREY ARGENTINA)

ACCOUNT EXECUTIVE: SIMON DUKART (GREY ARGENTINA)

PRODUCTION HOUSE: REBOLUCION (REBOLUCION)

DIRECTOR: NICOLAS NUBILE (REBOLUCION)

PRODUCER: Jorge Larrain (REBOLUCION)

AGENCY PRODUCER: JUAN CARLOS BARRIOS (GREY ARGENTINA)

PRINT PRODUCTION: SERGIO BONAVIA (GREY ARGENTINA)

INTERACTIVE DIRECTOR: CHRISTIAN KRIKORIAN (451)

PROJECT MANAGER: CAROLINA MUÑIZ (451)

WEB DESIGNER: MARTIN BEKERMAN (451)

WEB PROGRAMMER: 451 (451)

RESPONSIBLE FOR THE CLIENT: LUIS GUERRI (PLAYBOY ARGENTINA)

Media placement: Outdoor Ambient - Street Advertising - 2/16/2011



Summary of the Campaign

In Argentina, 69% of people think of Playboy as a magazine exclusively of naked women.



We wanted to change the perception of Playboy, giving its editorial and journalistic content value too.



A book of Playboy Interviews was launched and a surprising and creative activation was carried out. The Playboy Interview Garage Tour: a circuit of historical Playboy interviews displayed in six garages around the Palermo neighbourhood, was an unprecedented cultural and artistic expression.



Thousands of people took the Playboy Interview Garage Tour, but over 650,000 followed this cultural activation on Facebook, Foursquare and Twitter.

The Playboy brand also reached audiences with which it usually has no connection (for example - women), and overcame the barrier of being a magazine exclusively of nudes. Because that’s what Playboy is: "Much more than naked women."



The Situation

The Problem:



In Argentina, 69% of people think of Playboy as a magazine exclusively of naked women. We wanted to change that, and make those people realise that Playboy is: "Much more than naked women."



The Goal

Our challenge was to change the perception of Playboy, giving its editorial and journalistic content value too.



The Strategy

The Idea:



We realised that garages were the best vehicle for expanding an idea that can be summed up by replacing the typical Playboy posters of naked women with ground-breaking interviews with celebrities like Woody Allen, Muhammad Ali, John & Yoko, Charly García, Fidel Castro, among others.



Execution

A book of Playboy Interviews was launched and a surprising and creative activation was carried out in garages to expand the Playboy Interview Garage Tour.



A circuit of historical Playboy interviews displayed in six garages around the Palermo neighbourhood, created an unprecedented cultural and artistic expression.



Documented Results

Thousands of people took the Playboy Interview Garage Tour, but over 650,000 followed this cultural activation on Facebook, Foursquare and Twitter.



So the Playboy brand also reached audiences with which it usually has no connection, for example; women, and began to have a better than expected relationship, thus overcoming the barrier of being a magazine exclusively of nudes. Because that’s what Playboy is: "Much more than naked women."