Best Copywriting - Draftfcb, New Zealand & The New Zealand Herald

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Hour-long letter

Agency: Draftfcb, New Zealand
Client: The New Zealand Herald

Best Copywriting, one of two new Caples categories, focuses on a technique that shapes the best campaigns. With marketing budgets slashed and every TV network, radio station and print publication loudly offering reduced price for media placement deals, Auckland, New Zealand's The New Zealand Herald newspaper needed a different approach to convince media buyers to place more ads in its Herald on Sunday edition. Draftfcb research revealed that the average Herald reader spent an hour perusing the Sunday edition of the paper. Running with this figure in mind, the agency wrote 13,000 words outlining all the reasons advertisers should place ads in the publication. The impressive body of reasons, however, wasn't because Draft thought they needed to oversell the value of placement. Rather, the goal was to show prospective advertisers how long a reader would spend flipping through a paper: 13,000 words takes about an hour to read, and requires turning the page 33 times. In a world where image editing software and advanced photography techniques often lead “picture art” to take center stage in advertising and other creative professions, the unique use of the physical breadth and length of the written word — not to mention the arduous task of exhausting as many reasons as possible to advertise — made this piece stand out for raising writing to the level of its image-based companion.

Creative Director
Tony Clewett

Copywriter
Jane Jamieson

Art Director
Leisa Wall

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Agency
BBDO, New York

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CCO:
David Lubars, Bill Bruce

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ECD:
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Draftfcb, Cape Town

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VP, CD: Ben Chandler

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Agency
Proximity, London

Client
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Director of innovations & creativity: Debi Bester

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