The Drum Awards for Marketing - Extended Deadline

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Date: Aug 2017
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‘How Lovely’ from paper giant Georgia-Pacific’s new agency of record Figliulo&Partners, celebrates the fact that our instincts get the best of us sometimes, but can be wiped away with a Vanity Fair napkin.

Several relatable scenarios, across video, radio, experiential and social media, make up this campaign. The video spots include:

“Noodles”, where an out-of-his-element boyfriend is told that slurping noodles is customary; “Bib”, finding a dad pulling out a morsel of food from his toddler’s bib; “Wings”, a passionate chicken wing eater who redeems his indulgences with a dab, and; “Pot”, showing a woman really enjoying her own cooking in all its sloppy glory. Each are tagged with a tuxedoed butler character saying “how lovely”.

Credits

Client: Georgia-Pacific, Vanity Fair Napkins

Agency: Figliulo&Partners