AUCKLAND, Monday: Rainger & Rolfe’s Seriously Spicy execution for Texas Chicken has won Stuff’s inaugural The Paper Planes competition, a national event that celebrates the creative possibilities of print.
UK ad legend Sir John Hegarty who chaired the judging panel, and announced the winner yesterday.
The ad features a chicken drumstick-shaped hole which appears to have burnt through the layers of the newspaper, alluding to Texas Chicken’s brand proposition.
Hegarty praised the winning entry for its simplicity and impact. “While the proposition is simple – hot – it’s been executed with a singular clarity and wit,” he said.
“The lesson here is, say one thing and make it compelling.”
In their submission, the team from “Rainger & Rolfe explained why newspapers were the preferred medium for the campaign.
“It’s a clever ad talking to clever people, road warriors who eat and work on the go, they probably see cafes, petrol stations as their office – the newspaper is a key part of their daily mindfulness to keep up to date and in the know,” said R&R CD Chris Long.
“The lesson here is, say one thing and make it compelling.”
“It’s all about finding a memorable way to dial up Texas Chicken’s spicy credentials which, as any fan of the restaurant chain will tell you, aren’t to be messed with.
“The entry utilises and subverts the newspaper medium in a disruptive and imaginative way to deliver that message – an approach that obviously resonated with the star judge.
“We’re stoked. It’s an awesome result. Really happy for the Texas Chicken client in particular. And finally lots of kudos to the other creatives involved in the entry.”
R&R account director Simon McKechnie said: “it’s an amazing opportunity for our client to build their brand in a highly competitive market, as well as expand who we’re talking to.”
Stuff ad director Josh Borthwick (also a judge) said: “We’re thrilled with Sir John’s choice of winner. The Texas Chicken campaign is a memorable, high-impact execution that provides a humorous glimpse into the nature of a newspaper.”
$500,000 to spend on 56 print titles
Rainger & Rolfe’s campaign has secured $500,000 worth of rate-card advertising to use across Stuff’s suite of 56 print titles.
“These are a powerful and effective channel for reaching lucrative audiences,” Borthwick said.
“Two thirds of Kiwis read a newspaper every week so smart marketers simply can’t afford to miss out on that kind of reach.
“The campaigns submitted really demonstrate just how creative you can be with the print medium to capture attention and focus.”
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