Cosmopolitan Relaunch
A conceptual advertising and communications strategy and graphic designs for Cosmopolitan Australia’s relaunch in 2024.
Creative idea “Sorry you’re offended”
The campaign idea aims to confront the issue of women apologising and undermining themselves for problems for which they are not responsible due to societal judgement.
For decades, women have been criticised for talking about pleasure, not shaving, having boundaries or having an opinion.
With this campaign, we are flipping the script and redefining societal narratives, empowering women to unapologetically embrace their freedom, liberation, and fierceness, just as how Cosmo has always been.
Strategy
Brand Image
- Create the differentiation of Cosmopolitan from competitors
- Building up the empowering, entertaining and vibrant brand identity
resonance & emotional
- Using both negative and positive emotions through humour appeals
- Evoking talk-worthy and controversial thoughts
Out-of-home & digital ads
- Spotlight different themes resonating with Cosmopolitan’s content pillars—self-expression, sex, body, and fashion.
- Addressing societal discomfort with female autonomy with bold statements.
- Encourage a conversation on freedom and acceptance, things that genuinely embrace the Cosmo identity and advocacy as a magazine written for women.
Kelly Chan 