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Designer and art director Jeremy Leslie was given carte blanche by tobacco company Gallagher to produce a magazine for a promotional campaign for leading cigarette brand Silk Cut. Forward Publishing brought in Leslie to create a magazine that stood out from others. ‘The magazine had to be something that doesn’t constantly mention the product, because the concept was fairly subliminal,’ says Leslie. The magazine will be posted to a database of consumers who smoke the product. Two more issues are planned, also designed by Leslie. The current issue has a print run of 25 000.