WHO magazine wanted to increase readership in their 30-something female target group.
The magazine covers more than just sensationalised stories of celebs, including real stories from real people as well.
We wanted to attract peer group leaders, who like to have the social currency of pop knowledge.
Our idea was based on the insight that if you read WHO, you will know every side of the people it features.
We developed a visual collage that showed the different sides of celebrities .... always including more than one aspect of their personality.
The campaign was integrated with TV, Outdoor (across Australia), banners and print.