Two new FCB campaigns, which till now have escaped media attention, are now up and running – and both have picked up multiple Axis nominations – plus a nomination at the global Andy Craft Awards.
Paper Plus Read Better Stories is an Axis finalist in 18 categories (and is also a finalist in the global craft show the Andy Awards, in the Copywriting – Newspaper category), while Gregg’s Jelly There’s Always Room is an Axis finalist in 10 categories.
The Paper Plus integrated campaign encourages Kiwis to read books by highlighting the “idiocy” of our online reading – almost one in four have not finished a novel in the last year – bad news for booksellers, and New Zealand.
“The team didn’t have to look far for inspiration on this one,” said FCB ECD Tony Clewett. “Each of the stories were inspired directly from real posts on their Facebook feeds, which unfortunately weren’t particularly flush with quality reading material.
“We’re thrilled to be working with Paper Plus helping to get Kiwis back into books. And because we know novels enhance empathy as well as literacy, getting more people reading is something that can only benefit us all. There’s more to come too, so watch this space.”
- Scroll down for the Paper Plus credits. Listen to the radio spot below.
Cerebos Gregg’s There’s Always Room aims to remind Kiwis that when it comes to jelly, there’s always room to fit it in, no matter what you’ve eaten – be it a horse or even an elephant.
“Jelly is just one of those foods you can always seem to find room for, no matter what you may have eaten and how impossibly full you may be, Clewett says. “Somehow it just finds its way between all the cracks.
“But with jelly sales stagnant we needed to get jelly back on the table. So we teamed up with the talented Daron Parton of Watermark and created a print and outdoor campaign reminding parents why jelly is just so good.
“We’re also thrilled to be working with Paper Plus helping to get Kiwis back into books. And because we know novels enhance empathy as well as literacy, getting more people reading is something that can only benefit us all. There’s more to come too, so watch this space.”
PAPER PLUS CREDITS (scroll further down for Cerebos Gregg’s credits)
Client: Paper Plus Group (Nicole Charmaine, Lyle Hastings)
Product: Books
Campaign name: Read better stories
Media: Print, press, outdoor, radio
Agency: FCB
Regional Executive Creative Director: James Mok
Executive Creative Director: Tony Clewett
Creative Services Director: Jenni Doubleday
Head of Copy: Hywel James
Creative/Writer: Matt Williams
Creative/Art Director: Freddie Coltart
Studio Director: Simon Pengelly
Head of Craft: Nick Smith (Print only)
Designer: Mike Braid (Print only)
Illustrator: Nick McFarlane (Print only)
Retoucher: Mike Braid (Print only)
Head of Account Service: Matt Scott
Account Director: Kamran Kazalbash
Account Manager: Hannah Downes
Account Executive: Ruby Gregory
Head of Content: Pip Mayne
Producer: Pip Mayne
Photography: Mike Braid (Print only)
Head of Strategy: Rufus Chuter
Planner: David Thomason
Media Director: Ashley Hekkens
Sound Studio: Liquid Studios (Radio only)
Studio Producer: Sarah Yetton (Radio only)
Sound Engineer: Dan Nathan Radio only
CEREBOS GREGG’S CREDITS
Client: Cerebos Gregg’s
Senior Brand Manager: Brooke Campbell
Campaign Name: There’s always room
Media: Print, Press, Outdoor
Agency: FCB
Regional Executive Creative Director: James Mok
Executive Creative Director: Tony Clewett
Creative/Writer: Matt Williams
Creative/Art Director: Freddie Coltart
Creative Services Director: Jenni Doubleday
Studio Director: Simon Pengelly
Head of Craft: Nick Smith
Designer: Nick McFarlane
Retoucher: Anton Mason
Mac Operator: Helen North
Head of Account Service: Matt Scott
Account Director: Toby Sellers
Account Manager: Sarah Raine
Head of Strategy: Rufus Chuter
Planner: David Thomason
Head of Content: Pip Mayne
Media Director: Luz Valanzasca
Media Planner/Buyer: Moniquea Frear
Illustrator: Daron Parton
Studio: Watermark
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