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Robert Harris-Every Break Should Be Inspirational

Awards: RSVP Craft Best Content Integration Winner

Entrant: DraftFCB

Nominee: Cerebos Gregg's

Entrant Credits: Kelly Lovelock, Fleur Head, Kate Heatley, Katie Loverich, Matt Simpkins, Sheree Thomason, David Thomason

Nominee Credits: Justine Powell, Janine Chamley, Brendan Downey-Parish, Jodie Timmins

Entry Rationale:

While many integrated campaigns are essentially the same piece of creative resized to fit different media spaces, this campaign centred on one key insight: a great coffee experience helps people break from routine, get a fresh perspective and think differently about things.

To generate additional sales of Robert Harris coffee, the campaign “Every Break Should Be Inspirational” used content to inspire New Zealanders through a wide range of breaks – TV ad breaks, online surfing during work, commuter wait times and taking a coffee break in both Robert Harris cafés and at home.  Content came from NZ artists, writers and designers along with agency-generated work.  The Napkin was the consistent thread throughout all of the work, but content was adapted to come to life in the most effective way for each media.

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