The Last Ever Issue
Award: Yellow Pencil
Yellow Pencil / Media / Use of Press & Outdoor / 2020
Award: Wood Pencil
Wood Pencil / Integrated / Earned Media/Large Business (over 500 employees)
VMLY&R and Gazeta.pl purchased Poland's longest running and most-read adult magazine and turned the page, by making its last issue the beginning of a new conversation around sexual education, gender portrayal, equal rights, sexism, and more. The magazine - which was published on International Women’s Day - still had the regular sections and columns, but reimagined the content around sexual education, gender portrayal, equal rights, sexism, and more. It was the symbolic end of an era, and a spectacular beginning for a much-needed national conversation.
What did the judges have to say?
This is not just a powerful idea but a powerful action. This is an example of how you truly enable a cause, not just by talking about it but taking the problem head-on and acting on it. Buying a piece of media to just destroy it forever, in order to make a point, is pretty ingenious.
Savita Iyer, VP - Strategy, Lowe Lintas
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