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Pak ‘n’ Save aims small, wins big

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

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