The Paper Planes 2021 Shortlisted Entries

We’re delighted to announce the following top 10 shortlisted entries for The Paper Planes 2021 creative competition, shining a spotlight on the very best work from New Zealand advertisers.

The following finalists were selected and will now be judged by global advertising icon Cindy Gallop, who will announce the winners on Thursday, 20 May 2021. She will be looking for creative ideas with a special x-factor that represent the crème de la crème in print-led advertising.

The first-round judges were impressed with the number and calibre of entries that showcased the unique and impactful opportunities of print advertising. “This year’s finalists really nailed the execution of some fantastic creative concepts to bring the pages to life.”

Easiest As

by Augusto and Mitre10

We like that the idea uses the newspaper environment in a creative way. It connects with the human truth of using paper to steady a table or a chair. It’s relevant and adds to the experience of reading the newspaper. It has great character and tone and is something we would remember.

View the full media associated with this campaign here.

The Ad that stops a Fire

by Colenso BBDO and AMI

We like that the execution really considers the newspaper environment by connecting with the fact that paper can start a fire. It’s relevant and adds to the experience of reading the newspaper. It has great character and tone and is something we would remember.

View the full media associated with this campaign here.

If the shoe fits

by Pitchblack Partners and HyperRide

We really like how this execution speaks the consumer truth by acknowledging and understanding the brand’s fundamental challenge – their consumers need to try their product on. The various creative executions are a deep dive into real-life consumer environments. Has the potential to be extended to more creative uses. A shout out to the small touches that they have included in the form of the US and UK sizes.

View the full media associated with this campaign here.

Shave for a Cure

by Chemistry and Leukemia Blood Cancer New Zealand

We think that this execution is simply creatively compelling. The creative execution and the artistry demonstrated in the use of the space and headlines instantly grabs your attention. The message is clear and straight to the point and really resonates with readers’ emotionally and intellectually.

View the full media associated with this campaign here.

Odds

by Rainger & Rolfe and NIB

We think that this execution really embraces the full brief of creating a print-lead campaign that can be translated to digital. The team have bought a simple yet confronting intelligence to the piece that can easily be understood and taken on board by their target audience. It’s print execution is aligned and complementary to the digital translation.

View the full media associated with this campaign here.

DIY Surgery

by Rainger & Rolfe and NIB

We really like the tongue in cheek approach. The distinctive headline alone creates intrigue and instantly grabs the reader’s attention. While it is only limited to a print execution, we think that this has been cleverly crafted. It has a lot of character and is something that readers are likely to remember.

View the full media associated with this campaign here.

Return to Script Department

by FCB New Zealand and Fire and Emergency New Zealand

We think that this execution is a very clever use of the print medium. It’s creative execution leverages the channel well by taking advantage of the reason a reader has picked up a newspaper – to read. While promoting the brand it is also an educational piece. It has great potential.

View the full media associated with this campaign here.

The hottest chicken in town

by Rainger & Rolfe and Texas Chicken

We really like how this execution has used the print environment in a smart and tactful way. While not the most creative design, the intentional use of this specific section of the newspaper is very clever. We do wonder if the lo-fi design is intentional to reflect this section of the paper – in which case it’s even more clever!

View the full media associated with this campaign here.

Good on the flat

by Chemistry and Land Rover

We really like how this ad is simple yet powerful. It uses the space well and intelligently makes use of a unique part of the newspaper. It’s design works well with the brand and instantly captures intrigue and attention while the cleverly worded headline automatically sells the product’s USP.

View the full media associated with this campaign here.

It’s in the details

by FCB New Zealand and Audi

We really like how this execution thought outside the box and utilised a space which has never been used for advertising before. The creative is clever, smart and simply screams the Audi brand. We think that a resolution ad at the end of the paper would be great close and CTA to the readers.

View the full media associated with this campaign here.