top of page
Brand Background
GQ is an international magazine founded in 1931. The publication focuses on men's fashion, style and culture through articles on food, sex, movies, fitness, music, travel, sports, and technology.
The Brief
GQ South Africa wants to establish itself as a formidable publication within the South African market by appealing to more than one type of man, and being relatable by representing a target audience that they haven't been able to do so in the past.
The Target Market
Affluent black men between the ages of 25 to 35. The ambitious and goal-orientated men who are social media savvy who follow the topics and trends covered within the publication.
The Insight
Through empathising, interviews, observations and research the insight gained was that the target market felt unrepresented, disregarded, and uniformed about what GQ South Africa stands for.
The Big Idea
Honouring African Style.
Concept
The Creators of Culture.
The Concept Tagline
Play the part. Live the role.
The Executions
Activation - The Gentlemen Quaters
The Gentlemen's Quarters activation is an event that invites the target market to a social club that resembles the ultimate man cave/hang out spot.
​
The target market will be afforded class treatment and hospitality but with a twist of African culture, entertainment, style, flavour, and fun. This will include activities such as: The GQ Barbershop, The Cigar Bar, Pool Tables, Arcade and Playstation gaming stations, local musical performances, indigenous games, and more.
​
The main purpose of the activation is to introduce the GQ brand to the intended target market, which is; the african style-conscious black man, and to build a formidable relationship between the brand and the consumer.
Billboards
bottom of page