To launch Abrand Jeans into GP, we needed a concept that would cut through the clutter and drive market share. At the time, Australian magazines were announcing their closure, meaning a new white space had emerged. Created for Gen Z by Gen Z, AMAG was born. Bringing together 6 strangers to guest edit, AMAG reimagined the traditional mag and the unique ways to consume each page. Launched across TikTok, LEDS, street posters and a unique in-store execution, customers could discover and piece together AMAG.