Hearst UK’s luxury media brands, ELLE and Esquire UK, have partnered with Audi for a multi-platform campaign titled ‘Style with Meaning’. The campaign combines both magazines for the first time with a special 16-page flip print supplement, alongside bespoke digital and video content.
The partnership, which was planned and brokered by Omnicom Media Group’s PHD and DRUM, explores and celebrates the relationship between style and sustainability, with editors from ELLE and Esquire UK inviting trailblazing designers to create a conversation that excites, inspires, and prompts action for good. The campaign champions forward-thinking creatives from the fashion, automotive and bioengineering industries, and their innovative approaches behind the design, manufacturing and consumption processes in their respective fields.
As part of this fully 360 campaign, the print supplement is available in ELLE UK’s May issue, currently on sale, and in Esquire’s Summer issue, on sale on 12 May. The conversation is also amplified across the brands’ digital and social channels, with bespoke articles and video content that bring to life Audi’s commitment to sustainability with its e-tron GT electric vehicle.
The list of designers featured in the campaign includes:
- British-Nigerian fashion designer and multi-disciplinary artist, Tolu Coker
- E.L.V. DENIM Founder and fashion stylist, Anna Foster
- Head of Colour & Trim Design at Audi, Tiziana Mauri
- Bioengineer and Co-Founder at Modern Synthesis, Ben Reeve
- Basic Rights founder and musician, Freddie Cowan
- Head of Design at Audi, Marc Lichte
Jane Wolfson, Chief Commercial Officer, Hearst UK says: “We are delighted to partner with Audi on its ‘Style with Meaning’ campaign, combining for the first time two of our iconic luxury brands, to produce a special print magazine, and bespoke digital content which explores the intersection of style and sustainability. Audi is a brand that makes an unmistakable design statement, giving it a natural synergy with Hearst UK’s highly engaged, style-conscious ELLE and Esquire UK audiences.”
Tony Moore, Head of Marketing, Audi UK says: “Progressive sustainable design is at the heart of everything we do at Audi and it is integral to our pursuit in shaping the future of premium mobility. Working with ELLE and Esquire, as well as like-minded designers from the fashion industry, in this media-first collaboration shows how important a topic this is and how innovation has no boundaries. This passion for progress is what unites us.”
Emma Gilmore, Media Manager, PHD UK, adds: “From the moment we started working on this campaign we wanted to highlight not only Audi’s style credentials, but their ongoing efforts and commitment to sustainability. When the opportunity to partner with Hearst arose, we knew the shared values between the brands complemented each other; with both ELLE and Esquire pioneering the world of sustainable fashion, and Audi leading the way in EV. It has been exciting working with our partners at DRUM to put Audi at the heart of this first of its kind media collaboration between the Hearst brands.”
Kellie Galer, Senior Account Manager, DRUM, says: “DRUM and PHD are excited to have developed an innovative campaign in collaboration with Audi and Hearst to bring ELLE & Esquire together for the first time. It is more important than ever we champion brands pushing for positive environmental impact.”
The flip print supplement is available with ELLE UK’s May issue, on-sale now, and Esquire’s Summer issue on-sale from 12th May. The digital campaign is now live on ELLE.com/UK and will go live on Esquire.com/UK to coincide with the issue’s on-sale date.