VMLY&R Took Over an Erotic Magazine and Put Out a Pro-Woman Issue

In a clever and unexpected media hack, VMLY&R and Polish newspaper Gazeta.pl recently purchased Poland's longest-running erotic magazine, Twój Weekend, and published one final issue, celebrating women, before shutting the magazine down entirely. 

Twój Weekend ("Your Weekend") had been in business for 27 years. In place of the usual pornography, the final issue—edited by Gazeta.pl's Marzena Szkolak and Magda Karpińska, and designed by VMLY&R—focused on issues like sexual education, gender portrayal, equal rights, sexism, and diverse and progressive narratives of femininity. 

The 48-page issue had its regular sections and columns—Dossier, Positions, Poster, Comic Strip—but each was reimagined with empowering content. Contributing authors included journalist Rikha Sharma Rani and psychologist Maria Rotkiel. Wavemaker provided creative support for the project. 

The cover of the issue, photographed by Weronika Ławniczak of Papaya Films, featured actresses Orina Krajewska and Ewa Kasprzyk, as well as mixed martial artist Joanna Jędrzejczyk. 

"In December, one of the oldest Polish erotic magazines, iconic in certain circles, was put up for sale," says Agnieszka Siuzdak, department head at Gazeta.pl. "We immediately decided to buy it. And close it down. It is a symbolic end to the era of objectifying women. Therefore, the last issue of Twój Weekend will not feature any nude photos or sexist texts. Instead, it will include articles on strength, wisdom and beauty." 

She adds: "We hope that this special issue of Twój Weekend will contribute to the important discussion on the need for equality." 

Corporate partners for the campaign include Mastercard and Bank BGŻ BNP Paribas. Supporting materials include outdoor, cinema, radio, print, social media and digital advertising. The website twojweekend.pl was also transformed for the campaign.