Special Group managed to take home 4 Caxton awards in 2011 for its Orcon Business banner, including the Quinlivan Black Best in Show, and it's kept its name in the hat for the next round after winning the Oct/Nov 'Could be a Caxton' award for its 'Send a Newspaper' ad for the Newspaper Publishers' Association.
The campaign used a full page that was designed to be folded so the whole newspaper could be posted to someone overseas to celebrate the All Blacks win—and show that newspapers still serve an important function.
The Caxtons aims to showcase great creativity in newspaper advertising in print, online, mobile and tablet and the 'Could be a Caxton' competition was established by the Committee to do just that on a bi-monthly basis. It’s free to enter and anyone can submit nominations. The copywriter and art director responsible for the newspaper campaign judged the year's best Could Be a Caxton' bi-monthly winning ads, will score an all expenses-paid trip to the 2013 Caxton Awards.
Client: Newspaper Publishers' Association of New Zealand
NZPA Chief Executive: Tim Pankhurst
NZPA Marketing Manager: Jenny Stiles
Agency: Special Group
Creative Directors: Tony Bradbourne, Rob Jack
Account Director: Annabel Rees
Account Manager: Nicola Muollo
Design Director: Heath Lowe
Art Director: Iain MacMillan
Copywriter: Antony Wilson