Time Europe

Tyler Brulé, hired for a re-launch of Time Europe, chose to focus on the magazine’s lesser-known coverage of non-news topics: A more naturalistic and narrative approach, as embodied in the meticulously lit, cast, propped and styled work of photographer Jonathan de Villiers.

This resulted in 5 visual tongue-in-cheek tableaux built around mind-powered appliances (science), genetically modified roses (tech), the frustrations of office politics (business), the eternal tug between classic and whimsical (style), and the then-current fear of a chaos brought on by the Euro that would devolve into barter. This campaign extended, not only to print and POS, but to billboards at airports, business hubs, including a building-wrap of the Frankfurt Stock Exchange.

Simple and strategically placed copy-only ads reinforced this campaign, in Time’s classic brand colors and typography.

Series of 5 executions:
Style (Avantgarde vs Conservative)
Science (GMO)
Technology (Mindpower)
Business (Corporate bullys, corporate culture)
Europe (Integration: Euro)

Client : Time Magazine
Agency : Winkmedia
Categories : Print | OOH