Paper Plus celebrates the spirit of Christmas in new campaign via DraftFCB New Zealand

November 7 2013, 2:30 pm | BY Ricki Green | 4 Comments

pplus.jpgThis week, Paper Plus has launched 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.

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Says Lyle Hastings, group marketing manager for Paper Plus Group: “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.

 

Says Kazalbash: “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.”

 

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

Agency – 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