Men's Journal: Live the Interesting Life
Men’s Journal | Trade Magazine Campaign | 2003
ACD, Copywriter | Bartle Bogle Hegarty, NY
THE CHALLENGE
Men's Journal needed a trade campaign to sell advertisers on their unique audience. These guys didn't just flip through pages about adventure; they lived them.
THE SOLUTION
Our answer: Live the Interesting Life. We never showed the Men's Journal man. Instead, we revealed him through what he left behind: a fascinating cast of mourners at his funeral, a car returning from the world’s most interesting road trip, the medicine cabinet of a man with a passport full of visas. Each ad was filled with Easter eggs.
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As ACD, I worked side by side with the creative team—championing the best idea, pushing for layers and detail, fighting for the concept when safer options seemed… safer, and shepherding the work through production.
Best of all, the line stuck. Live the Interesting Life became Men’s Journal’s slogan, appearing on the spine of every issue for over a decade.
Recognition:
Bronze Pencil, One Show (Trade Single Magazine, “Funeral”)
Merit, One Show (Trade Campaign)
Communication Arts Photography Annual ("Funeral")
