StopPress

Marketing, advertising & media intelligence

Folded newspaper flies in award for Special Group

Flying in the face of all the election and Christmas related advertising that has been dominating our newspapers lately, November’s winning ad, by Special Group, was created for the Newspaper Publishers’ Association using an innovative full page designed to be folded so the whole newspaper could be posted to someone overseas to celebrate the Rugby World Cup All Blacks win.

Despite tough times for print, the campaign shows newspapers remain close to Kiwis hearts, even when they’re overseas. November’s judges were Billy McQueen, DraftFCB; Phil Parsonage, The Business Marketing Group; and Iain MacMillan, Special Group (who abstained from selecting the winner). Commenting on the concept, the judges said “it was a clear winner with a strong idea not seen before; almost the world’s biggest coupon offer – a great concept.”

Credits for November’s winning ad are:


  • Agency: Special Group

  • Creative directors – Tony Bradbourne, Rob Jack & Heath Lowe

  • Art Direction -Iain MacMillan

  • Copywriting – Antony Wilson

  • Illustration – ilovedust

  • Account Director – Annabel Rees

  • Account Manager - Nicola Muollo


Special Group’s creative team receive $250 with the ad sponsored by the NAB into the 2012 Axis Awards. The ad becomes a finalist in the 2011/12 $10,000 Newspaper Ad of Year competition. Any ad that's run in any newspaper around the country is eligible to enter the competition. Email ideas@nabs.co.nz for competition details.

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