Playboy Make The Cover PR Campaign

For decades, Playboy has been one of the world’s most recognised magazines so it was an honour to pitch for and work on the Playboy Fragrances, Make The Cover PR campaign for the UK. P To help bring this global campaign to life Sid Lee Paris worked with British director and photographer Nadia Lee Cohen, who has worked on music video clips for A$AP Rocky and Kali Uchis, to deliver a 1-min film and several print images. Her creations showcase the legacy of the Playboy brand while highlighting the new attitude, style and inclusiveness of Make the Cover fragrances. The all-new fragrances are a homage to the brand’s iconic past while also building a connection with the younger generation. It is about embracing all types of beauty and showing that anyone can ‘Make the Cover’ not just the traditional archetypes, all it takes is confidence and self-esteem. To launch the two fragrances and campaign to the UK market the vision was to highlight the already incredible campaign. We concepted an idea to create an immersive mailer box as a book which could be read, posed in and eaten. The book created by Heaps and Stacks was written by me to tell the story of the campaign and fragrances as well as using the incredible campaign imagery to bring it to life. The book was adorned with a mirror and the ‘Make the Cover’ headline so recipients could take a selfie in the mirror and truly make the cover. At the back of the book housed two pre-mixed cocktails and a delectable apple dessert which allowed recipients to discover the fragrance notes. The book mailer came alongside a webinar which was led by the fragrance house themselves and the iconic star of the campaign, Ritchie Shazam. I also worked on a corresponding influencer campaign whereby talent was chosen for their depiction of the brief. We worked with a cross section of unapologetic fashion influencers, LGBTQA+ activists, poets and tastemakers and they were all briefed to encapsulate what Make the Cover meant for them which resulted in beautifully personal pieces of content. Our campaign was considered ‘Best in Class’ at the time by TikTok.