Remember on planes when tea was served in porcelain instead of polystyrene? Well, if you don't, Air New Zealand and True have offered a snapshot by delving into the airline's past and taking News Works' Newspaper Ad of the Month award for January with it.
‘Remember when ads used to look like this?’ by True is a throwback to black and white newspaper ads and includes a classic scene of a steward and stewardess serving tea, above a bombardment of text. News Works' Judges Andrew Davidson (Big Communications), Vikki Cheng (Sugar & Partners) and Rob Cook (Barnes, Catmur & Friends) agreed it was “a nice long copy ad which stood out from the rest”.
The text shares Air New Zealand’s story, beginning with the days before runways and ending with information about the airline's 75th Anniversary exhibition at Auckland Museum.
While an ad full of text is a bit risky, and quite visually assaulting to be frank, True knew it was a winning formula after its Air New Zealand ‘This ad has far too many words’, composed in a similar vein, won the award for November 2015. The ad gave a detailed run down of what visitors would see at the Air New Zealand 75th Anniversary exhibition, and again featured a large and inviting black and white image.
A special mention was also given to Hamsta for its ‘Don’t get Dicked again’ ad with judges complimenting its “special strategic thought”.
Hamsta cashed in on Dick Smith’s misfortune by discounting its annual membership fee for Dick Smith customers who sent in their worthless gift cards. The usual fee of $59 was reduced to $40.
Though December saw no newspaper ad winner, two received special mentions:
Young and Shand received compliments for its Life Pod ‘Even God needs a hand sometimes’ ad, with judges saying it was “beautifully art directed and topical”.
Clemenger BBDO's Ministry for Primary Industries ‘Blue Cod’ ad had “great strong creative” but judges felt a full page would have given the art direction better impact.
True Agency Team
Creative directors: Dom Antelme & Ian Sweeney
Copywriter: Scott Moyes
Art director: Melissa Chardet
Designer: Jen van Blerk
Senior account manager: Jess Standidge