Neogama/BBH play on the idea that people do read playboy for the interviews (or articles) - by showing the interviews as the classic Playboy foldout.

I'd actually like to see this happen in the real magazine, if only to watch peoples faces when they fold it out.

Client: Editora Abril Product: Playboy Title: Playboy INTERVIEWs Advertising Agency (Name, City, Country): Neogama/BBH, São Paulo, Brazil Agency website: Executive Creative Director: Alexandre Gama Creative Directors: Márcio Ribas and Wilson Mateos Art Director: Paulo Augusto Cesar (Pepê) Copywriter: Guigo Oliva Photografer: Guto Nobrega

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Dabitch Creative Director, CEO, hell-raising sweetheart and editor of Adland. Globetrotting Swede who has lived and worked in New York, London, San Francisco, Amsterdam, Copenhagen and Stockholm.

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