HASTINGS, Thursday: Campaign For Wool NZ, with Hawke’s Bay agency Contentment PR & Communications, has launched a new ad series. Campaign For Wool is the charity tasked with promoting and advancing the use of New Zealand strong wool.
CFWNZ gm – Strategy Kara Biggs said: “On a limited budget (CFWNZ receives no formal government support), the campaign has created three visually impactful print advertisements, which will run across a range of print titles and on social media throughout the winter months.
“CFWNZ had traditionally promoted wool using its proud association with (and imagery from) brand partners such as flooring company Bremworth and luxury retailer Exquisite Wool Traders.
“As successful as those inserts were, it was time to mix it up and utilise the immense talents of our Hawke’s Bay-based marketing partners to create something more disruptive, and super compelling.
“CFWNZ didn’t have the budget to enlist a big creative agency, so it came down to a brainstorm over coffee, and some excellent local contacts to do the heavy lifting. We’re thrilled with the results.”
“As a charity, CFWNZ just didn’t have the budget to enlist the services of a big creative agency, so instead, it really came down to a brainstorm over a cup of coffee, and some excellent local contacts to do the heavy lifting. We’re thrilled with the results.”
The three ads, each highlighting either the benefits of wool’s warmth, its moisture-wicking properties or its proven fire retardancy, feature the photographic talents of Richard Wood, design by Kylie Parish and copywriting from Contentment PR & Communications.
NZ Life & Leisure and Kia Ora are first to run the full page ads in their July issues. The adverts form part of a wider multi-channel campaign that will incorporate radio and television advertising, using creative assets from the Campaign for Wool’s UK counterpart.
Creative concept: Campaign for Wool, Contentment PR & Communications
Photography: Richard Wood
Design: Kylie Parish at Ponder
Copywriting: Fiona Fraser, Contentment PR & Communications
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