Friday 13th ad is Caxtons winner

New Zealand has taken the honours in the Could be A Caxton newspaper advertising competition, with the winning entry from Wellington while an honourable mention went to Auckland.  

Saatchi & Saatchi Wellington picked up the main prize in the bimonthly Caxton contest with a “Black Friday” ad for Booksellers New Zealand timed for Friday the 13th. The copywriter was Henry Kember and the art director was Scott Henderson.

Meanwhile, Y&R Auckland won an honourable mention for its “Toll This” Burger King ad. The creative director was Vaughn Davis, the art Director was David Bell and the writer was Richard Loseby.

 The Caxton entries were judged by Kat Mercer, freelance art director at DDB Sydney. She said: “One entry stood out and that was the topical ‘Black Friday’ ad for Booksellers New Zealand. I was immediately seduced by the beautifully crafted art direction – the tiny skull in the border design, the bullet hole in the fabric, the perfect kerning, then I realised I should get out more. But first I’ll make sure it’s not Friday the 13th.”

She added: “There are a number of reasons why I liked the Burger King ‘Toll This’ ad. One, it was a full page ad – hard to sell even when not in a recession – secondly it had an image of something flipping the bird – always hard to sell – and thirdly it was interactive,” Mercer said. “It asked you to take the ad into Burger King to get your $2 toll back by way of a discount on your burger. It was a cleverly packaged coupon with attitude.”



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