Paper Plus Print, Outdoor Boots by FCB Auckland

Boots

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Industry Book store
Media Print, Magazine & Newspaper, Outdoor, Billboard, Poster, Transportation & Vehicles
Market New Zealand
Agency FCB Auckland
Executive Creative Director James Mok, Tony Clewett
Creative Freddie Coltart, Matt Williams
Designer Michael Braid
Illustrator Nick Mcfarlane
Account manager Hannah Downes
Released March 2016

Awards

Cannes Lions 2016
Outdoor Billboards & Street Posters: Retail, e-Commerce, Restaurants & Fast Food Chains Bronze Lion Campaign
Outdoor Outdoor Poster Craft: Copywriting Bronze Lion Campaign

Credits & Description

Media: Print
Category: Retail services
Client: Paper Plus
Agency: FCB Auckland
Country: New Zealand
Executive Creative Director: James Mok
Executive Creative Director: Tony Clewett
Creative: Freddie Coltart
Creative: Matt Williams
Head of Copy: Hywel James
Head of Art: Nick Smith
Account Director: Kamran Kazalbash
Head of Content TVP: Pip Mayne
Designer: Michael Braid
Illustrator: Nick McFarlane
Account manager: Hannah Downes
Account Executive: Ruby Gregory
Head of Strategy: Rufus Chuter
Planner: David Thomason
Media Director: Ashley Hekkens
Paper Plus is New Zealand’s largest book retailer with 105 stores nationwide. Their focus for 2015 and 2016 is on Kiwi literacy, which has been slipping over recent times, with 1 in 4 Kiwis not having read a book in the last year.
We had to change that, for Paper Plus’s sake and New Zealand’s.
So we took one thing our target were actually reading; Facebook– which if we’re honest is not exactly quality reading material – and encouraged them to read something better, like a book, from Paper Plus.
The campaign was run in and around New Zealand universities, schools and near stores.