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Condé Nast
THE WAKE
PROBLEM:
With the increasing switch from analogue to digital, Conde Nast has faced falling sales and profits regarding their print magazines and subscriptions. Social media and Pinterest have taken over peoples need to purchase a print magazine, preferring to scroll than turn a page.
INSIGHT:
We don’t truly mourn something until we’re told we’re about to lose it. Sometimes people need a sense of loss to remember what they loved, appreciate it and maybe even protect it.
SOLUTION:
A cultural moment disguised as a farewell, this Wake celebrates print while it’s still alive, reigniting emotion and reminding us what’s at stake. A tribute to the golden age of magazines, it offers not just nostalgia but hope: a premium 12-issue collector’s series, reviving everything we once loved about print in its most beautiful form.
Pre Campaign
Guerilla Execution
Mourners veil placed on Conde Nast Offices
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Social Media Announcement
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Instagram Teaser Posts
During Campaign
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OOH
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Socials
Celebrity cameos on all Conde Nast publications socials, discussing their memories with print
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Interactive Execution
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Funeral table in New York, London, Paris where public can sign a magazine memoir book, filling it with their memories of print.
Post Campaign
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Limited Edition Prints
Conde Nast will be releasing 12 monthly limited edition collectors magazines, curated by different editors each month. The pages will be made of high quality varying materials, with surprises and unique covers in each edition.
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