Žmonės | Renewal campaign

CHALLENGE

Magazine “Žmonės” (People), that has been running for 17 years, wanted to re-introduce itself. The publication has decided to dedicate its pages to content orientated interviews, and new heroes from the arts, sports and business fields. The purpose of the renewal campaign was to draw attention to those who are less likely to open “Žmonės”.

SOLUTION

Not everyone would openly call themselves a “Žmonės” buyer. But it’s very likely that this magazine is in the secret “guilty pleasures” drawer. We opened it and encouraged to re-evaluate the renewed magazine.

ŽMONĖS

People, who pretend to not know who’s on the cover of “People”.

People, who pick a hair salon only if it subscribes to “People”.

Read shamelessly. “People” Has been renewed.