Fairfax goes graphic for next iteration of 'Arm Yourself'

  • Advertising
  • September 5, 2011
  • StopPress Team
Fairfax goes graphic for next iteration of 'Arm Yourself'

Kiwibank has just released its own movie trailer. And now Fairfax Media, with the help of Y&R and Fracture, has followed suit, evolving the 'Arm Yourself' trade campaign into a graphic-novel inspired movie trailer you can view online—and feature in—at www.fairfaxlookamazing.co.nz.

Fairfax Media's group sales and marketing manager Sandra King says the ‘Arm Yourself’ campaign was about showcasing successful, emerging media talent in ‘dress up’ and putting real people from the ad industry at the centre of the conversation. In the next phase of the campaign, 'We'll make you look amazing', illustration is used instead of photography.

“These are people who recognise Fairfax’s sales attributes and partner with the Fairfax Ad Network to win the media battle as a result,” says King. “We also really wanted to try some new things creatively in digital that our clients could have some fun with. The result is a creative collaboration with Y &R and digital rock stars Fracture who delivered a fully integrated campaign across print, static, and streaming web. We hope people have some fun with it.”


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Whittaker's divides the court of public opinion – but all for a good cause

  • Advertising
  • February 22, 2019
  • Caitlin Salter
Whittaker's divides the court of public opinion – but all for a good cause

On Monday, Whittaker’s launched its latest novelty chocolate-lolly mash up with a chocolatey answer to retro bakesale treat coconut ice. The Coconut Ice Surprise chocolate has a twist though, 20c from each block goes to Plunket – a charity which New Zealanders agree is a worthy cause. However, to relate the chocolate to the charity, Whittaker's has built the campaign around baby gender reveal parties, causing a backlash from the public who argue gender norms have expanded beyond blue for boys and pink for girls.

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