Daylight Agency debuts sticker character ‘Avery’ in first campaign for the adhesives brand
After winning the creative account in June, Daylight Agency has revealed its first campaign for adhesives company Avery.
At the front of the campaign is a character called Avery, who is made out of the company’s sticker templates. In the ads, Avery demonstrates different features of the range products, including easy peeling.
Avery’s new campaign features a character made of its sticker templates
Chris Mitchell, Daylight Agency executive creative director, explained: “The Avery team presented us with a great opportunity to elevate the profile of its brand and products. Our new icon – Avery – gives the brand an engaging personality and transforms simply across a variety of creative executions to demonstrate Avery’s superior product benefits in a memorable way.”
The campaign will run across OOH, digital and social media in Australia and New Zealand. It is intended to target both B2B and B2C consumers.
Lindy Hickey, Avery Products head of marketing, said in a statement: “Our key point of differentiation in this competitive stationery category is the quality and heritage of our labels. A creative execution that shifts the perception on the importance of a quality label and also influences the point of sale decision was a critical element of the brief.
“The Daylight team has delivered an innovative new concept which has been globally applauded in our business. Using a personable icon to communicate our label features of quality, reliability and endurance is a genius way to cut-through a very cluttered market where labels are commonly viewed as all the same.”
Credits
Client: Avery Products
Head of Marketing: Lindy Hickey
Creative Agency: Daylight Agency
Executive Creative Directors: Geoff Corbett, Chris Mitchell
Account Directors: Meabh Duffy, Zoe Guest
Media Agency: PMA
