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.”
What do you think?