RUND
HEADLINE MECHANIC & CAMPAIGN
RUND
Launch Football Magazine
RUND is not just another magazine about football.
Their USP was having an unconventional journalistic background, which gave them a completely new perspective on the well-known ball game.
Our headline concept reflects their approach by using unusual scenarios that create familiar football images in the readers' minds.
GERMAN HEADLINE TRANSLATION
“Men are afraid of a piece of cardboard, but stop bullets with their bodies”.
“Heterosexual men wear make-up, while friendly countries shoot each other".
THE USUAL THING TOLD WITH UNUSUAL WORDS
Heterosexual men put on makeup while allied countries shoot at each other. They lay out nets on land and are disappointed when they catch something. Germans go to Africa to work in the fields. Atheists start praying when someone runs towards a goal that leads nowhere.
> The game lasts 118 pages.
Month after month, for £2.80.
Football, spelled out.
To set an example for the boys, they kick the little white one when he’s down. A man is number one and has to keep the hut clean by himself. Everyone loves leather but gets punished if they touch it. Men crowd together and grab their crotches while their wives look on helplessly.
> The game lasts 118 pages.
Month after month, for £2.80.
Football, spelled out.
Men fear a piece of red cardboard but stop bullets with their bodies. They kick what they love and boost scarf sales in the height of summer. Some imitate a bird by throwing themselves to the ground and screaming. Thousands litter the green space with toilet paper and demand a silver platter.
> The game lasts 118 pages.
Month after month, for £2.80.
Football, spelled out.
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