The campaign activity sees Look create a one-off eight page broadsheet – The Intern Weekly – dedicated to the movie and a first time this ‘newspaper format’ has been produced by the brand for a client. The broadsheet will be inserted into Look magazine (on sale 29th September, cover date 5th October) and an additional 100k copies will be given out at tube stations across the capital, offering brand to hand placement.
Integrating the themes of the movie into rich, immersive content, The Intern Weekly will explore everything from interviews to getting ahead in the workplace and what to wear, regardless of age, say the publishers.
To further amplify the campaign, Look will support the movie through a career Q&A on Twitter to give the audience an opportunity to ask the editorial team for top tips on succeeding in fashion. The magazine will also create a bespoke Pinterest board dedicated to the movie, offering inspiration around the latest workplace trends. Wider social interaction sees the broadsheet content on all of Look’s social platforms.
Holly Bishop, Head of Film, Time Inc UK says, “I am delighted about this partnership with Warner Bros UK and the creation of our broadsheet - Intern Weekly which is perfectly suited to the film, given its synonymy with the workplace. It is a great collaboration that makes use of Look’s editorial and creative talent to produce a fun and innovative campaign to communicate the key pillars of the movie and generate excitement in the lead up to the release.”
In addition, the magazine is offering one reader the chance to win an internship at Look HQ. As the Look intern, they will work with the fashion team behind the scenes on a photo shoot, as well as writing a beauty feature for the magazine and creating their own blog for Look.co.uk.
