SYDNEY, Tuesday: Aussie site Best Ads on TV has zeroed in on an outstandingly creative NZ print ad in its weekly selection of the best in global creativity.
Guest judge Mikolaj Sadowski (CCO at 180heartbeats+Jung von Matt, Warsaw) chose a typical Burger King ad as his main winner – but many of us will find that title should have gone to his second choice – FCB NZ’s 3 Minutes.
This Fire & Emergency NZ ad turns creativity on its head, transforming an unreadable full-page print ad into a graphic illustration of its headline message: By the time you read this, you’ll be dead.
“Surely the longest body copy I have seen in a long time.”
The message certainly got through to Sadowski, who wrote: “This is surely the longest body copy I have seen in a long time.
“Not sure if people will read the whole thing – but that’s not the point I guess.
“What is interesting is the link between reading time and the time that fire consumes your house. I hope it will make people remember what can happen during three minutes.”
CREDITS
Client: Fire & Emergency NZ
Agency: FCB NZ
ECDs: Leisa Wall & Peter Vegas
Senior copywriter: David Shirley
Senior art director: Melina Fiolitakis
Graphic designer: Josh O’Neill
Retoucher: Scott Kelly
Account manager: Charlotta Cutfield
Media GBD: Philippa McKenzie
Senior Media Account Manager: Katie Heslop
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