Paper Plus challenges millennials to get stuck into books

  • Advertsing
  • January 26, 2017
  • Bri Tither
Paper Plus challenges millennials to get stuck into books

Paper Plus has launched a sarcastic new ad campaign, via FCB, that's a dramatic shift from its previous marketing. With no blobby green alien mascot in sight, the stationery retailer is engaging with the millennial market by taking a shot at their addiction to social media sharing.

A new outdoor advert titled ‘Crap Stories’ was released on the 26 December to the New Zealand public. The campaign focuses on the idea that humanity is too preoccupied with social media and Snap stories to engage with good novels, and the suggestion is posed that perhaps it's time for us to put down our phones and read a proper book.

“Most of us are spending far too much time on social media," says FCB general manager of retail Kamran Kazalbash. "So, hopefully this campaign will serve as a little reminder that there’s some amazing books out there that are far more worthy of our time than the mindless stuff that fills our news feeds and timelines.”

The campaign separates into the four different sectors: selfies, food, travel and workouts. The adverts feature a close-up shot of your standard Penguin book in a range of colours. The first orange paperback is titled ‘Selfies - My Face From Good Angles.’ This is followed by a green 'Food - What I Ate Today', then a purple 'Travel - My 79th Day in Europe', and finishes with a blue 'Workouts - My Muscles in the Mirror'.

The advertisement differs from previous Paper Plus campaigns with it’s dry and sarcastic tone. One of the previous Paper Plus campaigns released in May focused on Mother’s Day and the concept of people struggling to verbalise their feelings, and that we are often more open when putting pen to paper. This then related this back to an inscription on the inside of a book, and how it could turn a good gift into something a lot more powerful. 'Crap Stories' is contrarily different to previous adverts and aims to encourage the millennial generation to take a step back from their phones.

*Correction: This article originally stated the campaign went live 20 January.

This is a community discussion forum. Comment is free but please respect our rules:

  1. Don’t be abusive or use sweary type words
  2. Don’t break the law: libel, slander and defamatory comments are forbidden
  3. Don’t resort to name-calling, mean-spiritedness, or slagging off
  4. Don’t pretend to be someone else.

If we find you doing these things, your comments will be edited without recourse and you may be asked to go away and reconsider your actions.
We respect the right to free speech and anonymous comments. Don’t abuse the privilege.

Next page
Results for

StopPress provides essential industry news and intelligence, updated daily. And the digital newsletter delivers the latest news to your inbox twice a week — for free!

©2009–2015 Tangible Media. All rights reserved.
Use of this site constitutes acceptance of our Privacy policy.


Contact Vernene Medcalf at +64 21 628 200 to advertise in StopPress.

View Media Kit