A new animated character called Avery is the centre of the label company's brand campaign.
A vibrant and prominent new brand identity has been created by Daylight Agency for leading label manufacturer, Avery.
The campaign, a first for Avery in several years, targets both the corporate sector and consumers and features national OOH advertising along with digital and social marketing across Australia and New Zealand.
“Our key point of differentiation in this competitive stationery category is the quality and heritage of our labels," Avery Products head of marketing Lindy Hickey says.
"A creative execution that shifts the perception on the importance of a quality label and also influences the point of sale decision was a critical element of the brief.
“The Daylight team has delivered an innovative new concept which has been globally applauded in our business. Using a personable icon to communicate our label features of quality, reliability and endurance is a genius way to cut-through a very cluttered market where labels are commonly viewed as all the same.”
At the centre of the campaign is an animated character known as Avery, which was created using different label templates.
This likeable character brings to life the variety of Avery label options available and adds personality to a frequently used item in the office and home.
“The Avery team presented us with a great opportunity to elevate the profile of its brand and products," Daylight Agency executive creative director Chris Mitchell says.
"Our new icon – Avery – gives the brand an engaging personality and transforms simply across a variety of creative executions to demonstrate Avery’s superior product benefits in a memorable way.”
Credits
Client: Avery Products
Head of Marketing: Lindy Hickey
Creative Agency: Daylight Agency
Executive Creative Directors: Geoff Corbett, Chris Mitchell
Account Directors: Meabh Duffy, Zoe Guest
Media Agency: PMA
