The Last Issue

We 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.

  • New “Your Weekend” magazine for The Last Ever Issue campaign featuring a surprising feminist narrative.
TRANSFORMING THE NARRATIVE FOR WOMEN EVERYWHERE

For 27 years, Your Weekend — one of Poland's longest running and most read adult magazines — reduced women to sex objects. In December 2018, when it was up for sale, we bought it immediately.

We used this purchase as an opportunity to challenge the culture of sexism and gender inequality that the magazine had contributed to building.

We transformed Your Weekend into a conversation-sparking, groundbreaking magazine that promoted diverse and progressive narratives of femininity.

We teamed up Gazeta.pl, our client and leading Polish news portal, with Mastercard and BNP Paribas, two brands with a long-term commitment to empower women, to create the magazine’s last issue.

We published it on International Women’s Day. We kept 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.

  • The Last Issue campaign cover of "Your Weekend" in magazine stand
    The Last Issue campaign cover of "Your Weekend" in magazine stand
  • Campaign review stating that “They bought a porn mag to shut it down!”
    Campaign review stating that “They bought a porn mag to shut it down!”
  • Collage of Instagram pictures showing The Last Issue version of "Your Weekend"
    Collage of Instagram pictures showing The Last Issue version of "Your Weekend"