For many, getting ink on your fingers after reading a newspaper is probably a rather quaint notion. But SparkPHD, NZME and ANZ embraced it for a Cricket World Cup supporter's ad and came away with the win in newspaper ad the Ad of the Month.
With the whimsy of Tuatara's paper jersey during the Rugby World Cup and the 'interactivity' of the tattoo QR code or Biggest Loser ad, the ad asked punters to back the Black Caps by running ink over their face. And judges Greg Taylor from Ballantyne Taylor and Dave Nash from Sugar & Partners agreed that “it was a hugely topical ad that used the newspaper medium in a way that only newspapers could. It was an economical use of space which goes to show that good things can be done in small spaces”.
A special mention was also awarded to FCB for the Prime TV ad “Nice twist and coupon to clip – again working well in newspapers”.
The results add Spark PHD to the Agency League table and FCB adds another point to their tally. The Ad of the Month winning team receive $250 and Agency League points for their agency, which are tallied on a league table to run from July 2014 - June 2015. DDB is still in the lead, with Barnes Catmur and Colenso BBDO second equal.
Recognising newspapers’ evolution to multi-media news brands, Ad of the Month and Agency League has recently expanded to now accept entry from newspaper digital ads, as well as newspaper print ads. Along with this extension to recognise excellence in digital creative advertising, News Works is also jackpotting the monthly cash prize (of $250 cash) if no winners are selected to the following month.
- To enter digital or print ads in Ad of the Month and gain points on the Agency League table, click here. Every monthly winner from 1 July 2014 to 30 June 2015 will automatically be entered into the $10,000 Newspaper Ad of the Year at the end of this year.