We pointed them out a few weeks back when the Herald shrunk, and DraftFCB's entertaining contextual ads—‘Magnifying Glass, Pirate and Shrink Ray’—for Pak 'n' Save to celebrate the paper's new format have also impressed the judges of the September round of the Newspaper Ad of the Month awards.
M&C Saatchi’s James Bowman commented that “they’ve gone for a small space in the new smaller Herald – using a series of three very funny ads. Great for a brand that says ‘cheap’." And fellow judge Matt Williams from DraftFCB, who abstained from voting on Stickman, stuck his neck out and awarded a highly commended to G2 Sydney’s ‘agree/disagree’ ad from the British American Tobacco (NZ) Ltd, commenting that it used “a smart solution for a difficult brief.”
There were no Newspaper Ad of the Month winners awarded for July & August but two ads were highly commended.
In July, Saatchi & Saatchi’s Women’s Refuge ad was highly commended with the judges noting that it “had great typography” and was “a cool looking ad but ironically a little let down by the words”. And Saatchi & Saatchi’s Sanitarium “Weet-Bix Olympics” ad also received a highly commended for August with judges commenting that “it’s the best of the topical Olympic press ads.”
September’s winning Ad of the Month creative teams receive $250 cash each with the ads sponsored by News Works NZ into the 2013 Axis Awards. They're also finalists in the 2012/13 $10,000 Newspaper Ad of Year competition judged next year. Any ad that's run in any newspaper around the country is eligible to enter the competition. Check out the other winners and enter here.
Credits for the Pak n Save ad:
Executive Creative Director – Regan Grafton
Creative Leads – Kelly Lovelock / Peter Vegas
Copywriter – Kevin Walker
Art Director – Melina Fiolitakis
Finished Artist – Bex Wells
Account Director – Dominic Henshall
Senior Account Manager – Crystal Clark
Account Executive – Ida Levick
Media Director – Terri Collier
Media Buyer – Dan Roberts
Media Assistant – Johanna Smith
Group General Manager Marketing – Steve Bayliss
Group Retail and Sponsorship Marketing Manager – Margaret O’Sullivan
Group Brand Director – Jules Lloyd