New Scientist is the world’s number one publication covering all aspects of science and technology. Based in London, it publishes weekly English-language editions in the United Kingdom, the United States, and Australia. Launched in 1956 as a print magazine, it now spans digital editions, an online learning platform, video channels and a podcast. Like many magazine brands, the holiday season is a key time for attracting new subscribers and selling gift subscriptions. Our brief was to devise a campaign concept to attract new readers, retain existing readers and promote gift subscriptions.

By making playful use of the graphic and typographic language of Mendeleev’s periodic table of elements, we created a campaign that was both simple in its execution and flexible in its creative application to a range of digital and print media. A growing range of holiday-themed words were constructed from periodic elements, then simply presented across a range of vibrant single colour backgrounds.

The use of a widely recognised scientific language engaged, intrigued and entertained scientists and non-scientists alike. Digital iterations of the campaign ran across New Scientist social media channels, and a print campaign ran in tandem with this online push. The New Scientist holiday subscription campaign was a significant success, attracting new readers and retaining existing subscribers across all of the magazine’s worldwide markets.