Paper-mash-Che: NZ Book Council cuts up another classic
It’s not just Whitcoulls, with its very public financial struggle and consequent sale in mid-last year, that is being affected by the slow sales of books in New Zealand. With literacy levels dropping year on year, the lack of trading is also keeping our country’s authors downtrodden and many of our stories untold. But the New Zealand Book Council, just like other separate entities like NZ Book Month, which won the not-for-profit gong at the TVNZ-NZ Marketing Awards last year for trying to put a book in the hands of every Kiwi, is out to change this. And it’s latest ad, which was made by Colenso BBDO and follows up from the haunting and very well-awarded Going West with some more engaging paper artistry, aims to show the printed word can shape and inspire.
A close up of hammer and sickle zooms out to reveal the cover of Karl Marx and Friedrich Engels’ The Communist Manifesto, which is then violently defaced with a drill until the head of Che Guevara appears, sculpted out of the pages.
Credits:
ECD: Nick Worthington
Creatives: Lachlan Palmer-Hubbard, Jae Morrison
Director: Jae Morrison
Producer: Paul Courtney, Jen Storey
Music: Joel Little @ Dryden St
Sound: Joel Little @ Dryden St, James Hayday @ Images & Sound
Grade: Pete Ritchie @ Toybox
Group Account Director: Tim Ellis
Senior Account Director: Stefanie Robertson
Art Department: Brian Hambrook @ Octane Digital
Reader Rabbit
January 26, 2012
Very nice (even if no one would argue it's not as nice as the previous). It did make me think about the assertion that literacy levels are dropping. I could only find references that put NZ literacy at 99% and stable. Does anyone have a reference that says otherwise?
Kevin
January 27, 2012
It would have been way better if the face was John Key.
Bit of excitement
January 27, 2012
@Kevin: Why? The ad wouldn't have made sense they had.
Bit of excitement
January 27, 2012
*if they had
KiwiMary
January 27, 2012
To ReaderRabbit: According to the ALLS Study (Adult Literacy and Life Skills Survey) New Zealand results show we are similar to other developed economies (including our neighbour Australia) with about 42% of adults having literacy levels below the minimum needed to fully meet the everyday demands of modern work and life.