Pitchblack, Hyper Ride scoop top Paper Planes prize

A simple footprint by Pitchblack for Hyper Ride proved to be the perfect fit (and proved that size matters) for the 2021 Paper Planes creative advertising competition. 

If the shoe fits was selected as the overall winner of the Best Print Campaign category by ad industry icon Cindy Gallop, picking up $ 300,000 in print advertising across Stuff publications. 

Stuff and Cindy Gallop announced the winners for the second The Paper Planes competition this morning at a breakfast event at Auckland CBD’s Pilkingtons.

Of the winner, Gallop says: “I love how this execution understands and acknowledges the brand’s fundamental challenge for its customers, addressing online retail sizing through print. You cannot put your foot on your laptop or phone. 

“For me, there was something emotive about how enormously useful this ad is.”

Best integrated campaign went to Shave for a Cure by Chemistry and Leukaemia & Blood Cancer New Zealand, earning the client $ 100,000 in print and digital advertising. 

It depicted a newspaper page of stories on blood cancer, with outline text shaved away to reveal a bald head. Judges said the creative execution and artistry demonstrated in the use of space and headlines instantly grabs attention. The message is clear and to the point, resonating with readers emotionally and intellectually, and working equally well in both print and digital environments. 

The Best Digital Campaign category was scooped by Odds by Rainger & Rolfe and NIB, picking up $ 100,000 in digital advertising. Compelling copy reveals six percent of the population is struggling with diabetes – and that while the audience thinks that won’t relate to them, the ad has been placed in just six percent of newspapers/online spaces. Judges said it conveyed simple yet confronting intelligence to readers.

New York-based Gallop delivered a keynote address virtually, saying: “When you are reading print you are in the experience, undistracted, in the moment. That’s a huge opportunity to leverage consumer focus in a way that you don’t get in any other medium.”

Stuff’s Chief Revenue Officer Andy Symons adds: “What our finalists and winners demonstrate is the power to engage, to evoke emotions and make a real connection with the audience. When you marry that with a trustworthy environment, it’s where the magic happens.

“Congratulations to all our winners. Big shoes to fill for 2022!”

See the full list of shortlisted entries here.

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