The advertising agency VMLY&R has teamed up with the Polish newspaper Gazeta.pl to buy out Poland's longest-running erotic magazine and to close it down.
VMLY&R and Gazeta bought Twoj Weekend to close it down to do a little virtue signalling in opposing porn. They will produce one final issue without any of the magazines signature erotic content and will instead bang on about
'progressive' issues like gender, sexism etc.
This last issue will be promoted by an advertising campaign, including outdoor, media, cinema, radio, press, social media and online with support from client partners including Mastercard and Bank BGZ BNP Paribas.