Mills & Boon: Do You Dare?

Mills & Boon, a publisher of romance novels, relaunched the brand in Australia using a new game that led to the best-performing series launch in a decade.

Campaign details

Brand: Mills & BoonAgency: FORWARD Agency

The brief

Australia's number one romance publisher, mills & boon was undertaking their first major brand re-launch in over a decade. To coincide with the re-launch a new imprint was also being launched "Mills & Boon Dare".

The new imprint was mills & boon's most explicit series yet, filled with intriguing love interests, steamy sexual encounters and riveting storylines. The novels featured strong female leads, in control of their own destiny, and not reliant on a man to complete them.

Forward agency was challenged to create a campaign that:...

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