Playboy Argentina recently ran the “Playboy Interview Garage Tour”, repositioning the magazine as much more than women naked. A print campaign replaced typical Playboy pinup posters found in mechanical workshops with archived interviews with Woody Allen, Muhammad Ali, John & Yoko, Charly Garcia and Fidel Castro, among others. The text: “Nuestras entrevistas también son excitantes” (Our interviews are also exciting). The Playboy Interview Garage Tour took place in a circuit of six garages in Palermo, bringing together fashiong, culture and art in a massive space. Thousands of people attended the art show during the second week of February. The Garage Tour took Playboy interviews to many more through its own site, Facebook, Twitter and Foursquare.
Click on the image below to play the case study video (Spanish language) in YouTube (HD)
The Playboy Interview Garage Tour was developed at Grey Argentina, Buenos Aires, by agency president Santiago Puiggari, creative directors Sebastián Garín and Pablo Gil. The documentary was directed by Nicolás Núbile, with production at Rebolución. Photography for the print campaign was by Juan Salvarredi.