Cannes Lions

The Paperless Newspaper Ad

COLENSO BBDO, Auckland / DB BREWERIES / 2019

MP3 Original Language
MP3 Original Language
Supporting Images
Supporting Images
MP3 Original Language
Supporting Images
Supporting Images
MP3 Original Language
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Overview

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Credits

Overview

Background

New Zealand is home to some of the most beautiful parts of planet earth, and all New Zealanders feel a sense of responsibility to keep it pure for generations to come. That’s why the campaign didn’t just give Kiwi men another reason to have a beer, it gave the beer itself a higher purpose – one that all New Zealanders could raise a glass to.

Execution

Did you know, you can’t have a beer, without a planet? It’s true. DB Export has a history of saving the entire world to give the simple act of having a beer a higher purpose. That’s why when it came time to put ink-to-paper on a new press campaign, DB Export chose to skip the paper and save the lives of hundreds of innocent trees in the process. Consisting of three ‘full-page’ executions, this newspaper campaign was printed entirely on radio waves.

Each radio execution described, in detail, the newspaper ads they were replacing. This way, listeners could still enjoy them visually, through the power of imagination. One portrayed two friends fishing at sunset, another painted a picture of a backyard barbeque. And the third, described a worksite, complete with workers, working, on their friendships.

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