| Title | 100 SEXIEST WOMEN IN NON-EXISTENCE |
| Brand | FHM SINGAPORE |
| Product / Service | FHM MAGAZINE |
| Category | C01. Integrated Media Campaign |
| Entrant | BBH ASIA PACIFIC Singapore, SINGAPORE |
| Entrant Company: | BBH ASIA PACIFIC Singapore, SINGAPORE |
| Advertising Agency: | BBH ASIA PACIFIC Singapore, SINGAPORE |
| Name | Company | Position |
|---|---|---|
| Steve Elrick | BBH | Regional Executive Creative Director |
| Adrian Chan | BBH | Art Director |
| Douglas Hamilton | BBH | Copywriter |
| Nicolyn Marino | BBH | Digital Production Director |
| Jonathan Kang | BBH | Associate Account Director |
The Sexiest Women in NON-Existence issue was one of the highest selling of the year, rivaling the regular Sexiest Women in Existence in sales. The issue got guys from around the world voting and arguing in a way that even the original Sexiest Women in Existence would aspire to. By flipping an iconic part of their brand’s heritage, FHM created a new product that no competitor could and proved that they are the still the bravest and sexiest men’s magazine around. As well as boosting sales, FHM’s facebook fanpage received an injection of new fans from outside their usual demographic - from comic book buffs to deviant artists to gamers to anime aficionados.
Our creative execution was to create a brand new FHM product called the 100 Sexiest Women in NON-Existence. To compile this special issue, we reached out to our readers via a live election website, www.theother100.com. The site allowed visitors to vote for and nominate for their favourite non-existent women from throughout history. To get the election underway, we approached as if it were a real political election. Campaign posters featuring prominent ‘candidates’ such as Statue of Liberty and Princess Peach ran in press and outdoor. Live radio debates, online TV discussions, as well as a via FHM’s global Facebook groups all drove voters to the site. After six weeks of polling, we tallied the votes and invited top international artists to sexily re-illustrate the top 100. The artwork was then turned into the first ever FHM’s Sexiest Women in NON-Existence issue.
FHM, the original ‘lads’ magazine is famous for their photo spreads of barely dressed women. In recent years however, their 15-25 year old male reader base has been eroded by a host of on and offline competitors, who aren’t scared to flash the flesh as well. Luckily, FHM has been in the game long enough to know men better than anyone. And if there’s one thing FHM knows, it’s that men love all beautiful women – it’s doesn’t matter whether they actually exist or not. So instead of entering a war of attrition, where FHM tried to ‘outsex’ its competitors, we decided to showcase a whole new, untapped category of sexy women – imaginary ones. Introducing FHM’s 100 Sexiest Women in NON-Existence, a fantastic flip of the magazine’s annual tally of hot women.