It was a simple footprint by Pitchblack for Hyper Ride that proved the perfect fit for 2021’s The 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 $300k in print advertising across Stuff publications.

Stuff and Cindy Gallop today announced the winners for the second The Paper Planes competition, shining a light on the best of New Zealand print-led creative advertising.

Of the winner, Gallop said; “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 $100k 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

The Best digital campaign category was scooped by Odds by Rainger & Rolfe and NIB, picking up $100k in digital advertising. Compelling copy reveals 6% 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 6% of newspapers/online spaces. Judges said it conveyed simple yet confronting intelligence to readers.

New York-based Gallop is a global authority on advertising and is a passionate advocate for print and trust in news media. She delivered a keynote address to an industry group at an event in Auckland, before announcing the winners. Gallop revealed reading the paper or a magazine with a cup of coffee is one of her life’s joys.

“Print drives a whole different approach to creative expression. It allows you to tap into so many powerful dynamics. 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 shortlist entries, or for more about the competition visit www.paperplanes.stuff.co.nz.