Y&R South Africa approached Playboy South Africa to develop a campaign aimed at overcoming misconceptions about the Playboy brand. Although the publication has always placed a significant focus on intelligent journalism, publishing iconic interviews and in-depth features, there has been an uninformed local myth that readers will only be exposed to pictures of naked women. The campaign, featuring double entendres relating to deforestation, crack addiction and Silicon Valley, is being rolled out as an online campaign with print, billboard and digital to follow. “Playboy: More Than Just A Centrefold”.
The campaign was developed at Y&R South Africa by chief creative officer/art director Graham Lang, photographer Jesse-Leigh Elford, copywriters Werner Marais and Katherine Glover, art directors Alexi Mccarthy, producer Ashleigh Hamilton, typographer Rowan Foxcroft and account manager Megan Hall.