| Title | 100 SEXIEST WOMEN IN NON-EXISTENCE |
| Brand | FHM SINGAPORE |
| Product / Service | FHM MAGAZINE |
| Category | A05. Best Use of Print or Standard Outdoor in a Promotional Campaign |
| Entrant | BBH ASIA PACIFIC Singapore, SINGAPORE |
| Entrant Company: | BBH ASIA PACIFIC Singapore, SINGAPORE |
| Sales Promotion/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 |
FHM is 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 from on and offline competitors, who aren’t scared to flash as well. FHM asked us to help them keep these pretenders at bay and cement their position as the only men’s magazine worth considering.
Our concept was FHM’s 100 Sexiest Women in NON-Existence, a fantastic flip of the magazine’s annual tally of hot women. The difference was that we asked men to forget real women, and vote for the imaginary woman they have always secretly lusted over. We launched the campaign like a real political election using press, outdoor, radio and digital to get guys voting for their favourite ‘candidate’. 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.
The 100 Sexiest Women in NON-Existence issue was one of the highest selling of this year, rivaling the regular Sexiest Women in Existence in sales. It also got guys from around the world voting and arguing in a way that even the original Sexiest Women in Existence would aspire to. 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.
Creating special issues are a smart and effective way to boost magazine sales. Rather than soend money creating an advertising campaign, we chose to create a dating new product that cheekily flipped their biggest selling special issue of the year - FHM’s Sexiest Women in Existence. A product that no other competitor could own that also proved FHM is still the bravest and sexiest men’s magazine around.