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PRESS ADS AT THEIR BEST The very best in Irish newspaper advertisingwas
L
ast April, National Newspapers of Ireland (NNI) relaunched its Press Ad of the Month compe- tition to celebrate the very best advertising work appearing in its 18member publications. The competition, which continues this year, is open to agencies and direct advertisers, with the winners and runners-up all qualifying to
take part in the Press Ad of the Year awards. While the monthly awards are judged by senior cre-
atives and media specialists, the NNI brings in an inter- nationally renowned creative to judge the annual awards. This year’s international judge was Julian Borra, creative director of Team Saatchi (London). Some of Borra’s own notable work includes the Churchill Dog, the GB Paralympics brand and the recent Olympus PEN camera ad featuring Kevin Spacey. Speaking about his judging role, Borra said that while
he followed a brief from the NNI, he also applied his own criterion to the process – what he describes as the “newspaper difference”. “In other words, which work harnessed the unique power of the newspaper: that big, foldy, broadsheet-sized collection of newsprint that peo- ple buy – actually hand over coins for! – and carry around and eventually settle down to read when the day allows them a window and a way,” he explained. “I wanted to celebrate the work that best captured the
way newspapers live in that moment, right there with the person who’s reading them. Magazine ads can’t do that. Long running posters can’t either. Different format, differ- ent social currency. “I’ll let the winners speak for themselves. From a
stout ship to a homeless youngster, from a lost laptop to a woman selling herrings, not forgetting those seven ordinary-but-extraordinary faces, they all inhabit that magic, fleeting moment when newspaper and reader are as one.”
h’i’’Ship’ by Publicis QMP for Beamish & Crawford 52 Marketing Age Volume 5 Issue 1 2011
honoured at the recentNNI Press Ad of the Year 2011 awards.We take a closer look at thewinners
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