Mindshare wins at the PPA Awards
It’s sometimes easy to think that magazines can’t do their bit to help us invent the future of media, but we hope that this partnership dissuades that view. We believe that a partnership of this unprecedented complexity, that meaningfully puts the advertiser right at its core, is a huge innovation for publishing. It’s something we’re really proud of. Well done to the Mindshare UK team for making it happen; Ben Maslen, Tori Smith, Polly Chandler and Sandeep Grewal.
Last year Fiesta’s tagline was ’24 hours: what would you do?’, so to bring this to life Mindshare had Stylist write, shoot, edit and create an issue of the magazine in twenty-four hours, with the help of a fleet of Ford Fiestas. Stylist’s base for this huge operation was a bespoke open workspace in Regent’s Place, where over the course of the twenty-four hours there were hourly challenges, events, visits and giveaways including but not limited to: journalists being hypnotised, make-up masterclasses, hula hoop lessons, a visit from Dr Who actress Jenna Louise Coleman, Louboutin giveaways, cocktail hours, DJ sets, free tacos, free burgers, a 4am ukulele sing-along, and writer-in-residence Sophie Kinsella (best-selling author of ‘Confessions Of A Shopaholic’) hung out and penned an exclusive story.
In short: plenty of reasons for Stylist’s readers, fans and followers to come down and get involved. For those not able to swing by and take a look, progress was updated constantly through Twitter, Facebook, and our three webcams, one of which was affixed to McNulty The Dog. For real.
On 20th November the issue itself came out; every word and image of it having been made in the pop-up office in the 24 hour period. The issue carefully but subtly referenced Ford Fiesta throughout, with sixteen editorial mentions complementing an 8-page Fiesta-branded section showcasing readers’ own submissions of great things to do in the UK in 24 hours.
For more info take a look http://www.stylist.co.uk/home/microsite2/24-hour-stylist