Emap Metro’s FHM magazine is set to launch a poster push in London
Underground stations as part of the ’FHM warning’ campaign which broke
on TV last month (Campaign, 1 May).
The 48-sheet cross-track posters, through Bartle Bogle Hegarty, will
appear from 1 July in stations including Leicester Square and Oxford
Circus for one month. They will be supported by press ads in July issues
of monthly magazines targeting 18- to 34-year-old men.
The posters carry the headline, ’Can you find Louise?’, and show an
illustration of a colourful beach scene.
Viewers are asked to pick out the pop star, Louise Nurding, among the
crowds. The copy reads: ’If it takes you more than 30 seconds, consider
it a warning.’
The posters are intended to reflect the title’s personality by
continuing to issue men with an FHM warning if they lapse into
The posters were created by the copywriter, Hugh Todd, and the art
director, Adam Scholes, with illustrations by Chris Winn. Scholes said:
’The posters are a lighthearted ticking-off to men who haven’t noticed
girls enough and also a chance for commuters to have a bit of fun while
they’re waiting around for a train.’
July’s issue of FHM will also give away 11 million ’FHM warning’
Media planning and buying on the entire campaign is by Motive