Antalis handed over Apple iPads to Andre Vrodljak, copywriter/art director and Francois Botes, designer, Y&R, the creative brains behind the Johannesburg Zoo “See what comes out in the dark” campaign which won the Antalis Creative Use of Paper Award at the recent Loerie Awards held in Cape Town.
The ceremony was held at Y&R’s Johannesburg offices in Bryanston, attended by Caroline Coughlan, marketing manager, Antalis, who handed out the iPads, Andrew Human, Loerie Awards CEO, Andrew Welch, CEO of Y&R South Africa and Rui Alves, ECD, Y&R as well as Y&R staff members.
The “See what comes out in the dark” campaign entailed visitors colouring over a flyer with a black marker. As they went over the paper with the marker a nocturnal creature became visible. The campaign led to night visitor numbers increasing from 550 to 687 per month.
A Magno Gloss 300gsm paper, from Antalis, was used, which assisted with camouflaging the very thin varnish.
Botes and Vrodljak were thrilled with the Award. “In a world where everything is digital, paper gives you something real and tactile in your hand and makes you feel the magic again. It makes the magic happen Alves says the work was imaginative in the way that it was used to reveal the message. “Paper is regarded as analogue by many, but it has not lost its magic and is still a very real channel, and for me personally, one that will never get old.”
He added that it was great to see how Y&R has dominated the paper category so clearly, with its Cape Town office having won the Award last year.
Human agrees that paper as a medium is innovative and inspiring. “Steven Doyle, the jury chairperson, who is a designer’s designer, had no doubt about this piece being selected.”
He also thanked Antalis for their support of the industry and these type of incentives.
Coughlan acknowledged the creatives for designing such remarkable work on paper. “We are confident that designers still rate the role that paper plays in communication highly. Quality paper offers a prestige visual texture and sensory tangible experience. The “See what comes out in the dark” campaign showcases this perfectly.”
Coughlan says the company will continue to show its commitment to the industry through this Award and its involvement with the Loerie Awards. “Antalis has been involved in the creative world of visual imaging for over 30 years, and its partnership with Loerie Awards is just one of the many ways through which it demonstrates this support and service to the industry. Antalis was also the paper sponsor for the Loerie Awards poster campaign and made available the paper for the Loeries’ publication, Migrate Magazine.”
* Photo Caption – (Left to right): Andrew Welch, CEO of Y&R South Africa, Andrew Human, CEO of the Loerie Awards, Caroline Coughlan, marketing manager Antalis, Andre Vrodljak, copywriter/Art director Y&R, Rui Alves, ECD Y&R and Francois Botes, designer, Y&R.
* Photo Caption – The “See what comes out in the dark” campaign entailed visitors colouring over a flyer with a black marker, which led to a nocturnal creature becoming visible.