Hasta La Creative!

Wired magazine has tapped a male-female duo famous on Instagram for their alluring photography to anchor an ad campaign for apparel and accessories brand Victorinox. The ads are appearing on Instagram, in Wired and on Wired’s website.

“We use to create content that would live in our magazine,” said Melanie Altarescu, head of strategic initiatives at Wired, which is owned by Conde Nast. “Now we create it so that lives in so many different places, including our website, magazine and social channels as well as the client’s social channels and website.”

“The last layer, which is the new part, is they want the content to also live on the influencer’s channel,” she added. “The first place these pictures ever appeared was on their feeds.”

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