St Luke’s produces launch work for Shape magazine

Shape, a women’s health and fitness title from Mollin Publishing, launches this week with a humorous poster and press campaign created by St Luke’s.

Shape, a women’s health and fitness title from Mollin Publishing,

launches this week with a humorous poster and press campaign created by

St Luke’s.



It is the first UK magazine from Mollin, the US-backed publishing

venture which launched here last year.



A series of unconventional ads trade on the idea that the magazine will

help bolster women’s confidence. Two poster executions, which were art

directed by Ed Morris and written by Tom Childs, equate the benefits

gained from reading Shape to ’three and a quarter gorgeous haircuts’ or

’six and a third flirtatious encounters’.



The third execution, which will only run in the press, compares the

magazine to the confidence boost gained from a clutch of messages left

on the answering machine.



The target readership for Shape will be 25- to 35 year-old women who

have a realistic attitude towards health and beauty.



Its initial cover price will be pounds 1, rising to pounds 2.30 after

the launch issue. Its initial print run will be 150,000.



Media was planned and bought by MediaCom TMB.



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