Sydney agency Lowe Rivet has just launched the first integrated campaign for intelligent men’s magazine Dazed & Confused since the Australian version of the cult magazine was launched in early 2007.

Dazed & Confused – internationally regarded a champion of the alternative mainstream male consumer – is published by the Paper Tiger Media Group.

Group CEO of Lowe Australasia Stephen Pearson said the publisher’s brief was simple, yet complex – take the magazine’s philosophy ‘be the first to know’ and attract social influencers to the title, without necessarily using the ‘first to know’ proposition. Pearson adds Dazed & Confused’s publisher Rob Bergin gave Lowe Hunt complete creative licence with a request for ‘progressive work’. “The creative challenge was to explore this area of being the first to know and make itcome to life in an interesting and original way. To be cool without saying you’re cool is a precarious path for advertisers,” Pearson says.

Creative team: Ben Smith and Neil McGuirk

This entry was posted on Tuesday, November 13th, 2007 at 10:51 am and is filed under Agency Stuff, Campaigns. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.