Avery had never run brand ads before. We needed to develop a positioning that could be upheld across all products and would provide some personality in an otherwise lacklustre category. The territory of 'creating the right impression' enabled this. As the market leader we could afford to capture the attention of the male-dominated trade segment by putting a spin on traditional office humour – without compromising Avery’s credibility.

Avery received highly favourable responses from their normally deadpan trade group and subsequently commissioned the second ad in the series.