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Paper Plus celebrates the spirit of Christmas with new campaign

Press Release - Australia / New Zealand, 07 November 2013

This week, Paper Plus launches its latest retail campaign entitled, 'A present's not a present till it's wrapped', developed to challenge the traditional price-focused approach to advertising over the Christmas period.

The campaign creative employs a light-hearted, humorous approach to gift wrapping, encouraging Kiwis to put in a little more effort this Christmas, with help from Paper Plus.

Lyle Hastings, Group Marketing Manager for Paper Plus Group, says, "Christmas is a crucial sales period for Paper Plus, our biggest retail promotion of the year. A major challenge for our team during this time is how cluttered it has become across our competitive set.

"Our latest campaign is a new direction for Paper Plus and we believe it will stand out from the rest this holiday season. The team at Draftfcb have delivered a unique TVC and a creative expression of our brand. We're thrilled with the finished product and we're looking forward to seeing it on air."

Launching with a 30-second TVC, viewers will be reminded that wrapping is too often neglected – a present without wrapping is just new stuff and lacks the Christmas magic. Wrapping adds the surprise element to gifts and brings a personal touch.

Kamran Kazalbash, General Manager Retail, at Draftfcb, further explains the retail landscape at Christmas time: "Christmas advertising is often about the savings you can make, focusing on discounts and gift ideas with a festive overlay.

"Not only is everyone shouting, they're all shouting the same thing, and with this, some of the spirit of Christmas has been lost.

"We wanted to bring a bit of the fun back. We needed to have a hard-hitting retail component but we wanted to be distinctive, to do it with a smile, and remind people of the emotional payback of giving presents, rather than just the dollars and cents, " Kazalbash says.

The campaign goes to air Wednesday November 6 and will run across a number of channels with both 30" and 15" durations.

Credits:

Draftfcb
Executive Creative Director – Tony Clewett
Creative Services Director – Jenni Doubleday
Copywriter – Alison McGarry
Art Director – Melissa Brinsden
Consultant Rapper – Nick Alcock
Head of Craft – Nick Smith
Senior Designer – Nick McFarlane
Head of Content – Pip Mayne
TV Producer – Codie Childs
Editor – Jared Yearsley
Sound Recording – Sale Street Studios
Sound Design – Codie Childs and Sale Street Studios
General Manager Retail – Kamran Kazalbash
Account Director – Hannah Downes
Account Manager – Milly Hewat
Planner – Emma Popping
Media Director – Blair Alexander
Media Manager – Luz Valanzasca

About Draftfcb Australia/New Zealand
• Whether through tactical campaigns, long-term brand strategies or social change projects, Draftfcb has extensive experience in helping organisations change brand perceptions, achieve significant commercial success, or dramatically shifted social norms.
• As a full service integrated agency our clients enjoy the benefit of open and active collaboration across multiple disciplines to deliver better communications solutions.
• Draftfcb ANZ is one of the region's top marketing and communications agencies, and is part of the Draftfcb Worldwide network. With offices in Sydney, Auckland and Wellington the agency has an extensive list of clients in the automotive, retail, government, media and FMCG sectors.
• Draftfcb is a subsidiary of the Interpublic Group of Companies, a US public listed company that also owns Lowe Worldwide and McCann Erickson Worldwide.
• Grand Prix winner Axis 2013
• 2009 & 2011 CAANZ Media Agency of the Year
• 2010 Agency of the Year
• Most awarded Agency at 2011 RSVP awards and EFFIES awards