Fresh Stationery Celebrates Teachers as Real Influencers | Clapboard Ad Archive

Real Influencer

Description

In October 2024, Fresh Stationery, in collaboration with Sun Communications, launched a powerful film campaign in Bangladesh called Real Influencer, highlighting the profound impact teachers have on students and society. Rooted in the education sector, this campaign sought to honor teachers as the true influencers of life, emphasizing their critical role from the very beginning of a human's educational journey. While family provides the initial lessons, it is the teacher who shapes a student’s intellect, thought process, and lifestyle, leaving a lasting impression that extends through every stage of life. This deep respect for teachers, held since ancient times, was the central theme of the campaign, aligning perfectly with the occasion of Teachers’ Day. Fresh Stationery aimed to celebrate educators not just as instructors but as real influencers whose guidance and dedication shape future generations. The campaign’s single film asset conveyed this narrative with emotional depth and cultural resonance, delivering a heartfelt tribute that redefined the influencer concept beyond social media personalities to acknowledge those who truly influence human life and character. Told through a compelling narrative titled একজন ইনফ্লুয়েন্সারের গল্প and presented in English, Real Influencer resonated with audiences by reinforcing teachers’ invaluable contributions with authenticity and respect, positioning Fresh Stationery as a brand deeply connected to the value of education and the lifelong role of educators.

Credits

Client

Fresh Stationery

Agency

Sun Communications

Executive Creative Director

Tanvir Hossain

Creative Director

Apurba Sarker

Creative Supervisor

Rabiul Hossain Rudro

Copywriter

Shawon Koiri / Apurba Sarker

Senior Visualizer

Nazmul Sakib

Art Director

Kazi Jahangir Alam

Account Management

Asifuzzaman Khan, Yasir Arafat

Production House

Longstory

Director

Shaikhul Apon

Producer

Samaresh Mukharji

More like this

The Right Tree - The Home Depot | Clapboard Ad Archive

The Home Depot’s 2025 holiday campaign The Right Tree, created with BBDO Atlanta, elevates the category’s seasonal storytelling by tracing the journey of a real Christmas tree from fourth-generation family farm to American living room, paralleling it with a young boy’s search for an ideal tree that fits his family’s traditions. The campaign stakes a claim to authenticity and meaning, foregrounding care, heritage, and sustainable agriculture at a time when the origins and quality of seasonal rituals are under renewed scrutiny. By investing the central product—the live tree—not only with holiday magic but with years of meticulous nurturing, responsible harvesting, and cross-country delivery, The Home Depot repositions itself less as a mass retailer and more as a curator and enabler of family memory-making. The agency’s decision to augment the flagship film with a mini social series spotlighting farming families, transport drivers, and knowledgeable in-store associates extends the campaign’s narrative depth and provides a rare look behind the scenes, making visible the chain of people and practices responsible for delivering this holiday centerpiece to millions. What Clapboard’s taxonomy would classify as FORMAT#5—Exemplary Story, the campaign unites dual narrative arcs in which The Home Depot is both catalyst and connector, playing a plot-resolving role that transforms a retail transaction into a moment of communal achievement and emotional resonance. Distinct from competitors in the retail sector such as Lowe’s, Menards, Ace Hardware, True Value, and Walmart, The Home Depot here leans into themes of stewardship, transparency, and intergenerational connection, addressing both environmentally attuned shoppers and families seeking deeper meaning in their traditions. There are no superfluous claims of instant magic or one-size-fits-all convenience; instead, the messaging relies on the emotional heft of real stories and real labor, positioning every live tree as the product of years of care and inviting families to participate in a continuum of shared experience. Clapboard rates this 68/100. The Right Tree signals a shift in retail holiday marketing toward more substantive, process-driven storytelling, as brands in the home improvement sector seek relevance through transparency and narrative craft.

Campaign Proposition

The 'Real Influencer' campaign by Fresh Stationery presents teachers as the authentic catalysts of learning and personal growth, positioning them as the true influencers in students’ lives. By emphasizing the pivotal role teachers play beyond academic instruction—shaping intellect, mindset, and character—the campaign underscores the deep, lasting impact educators have on individuals and society. This aligns Fresh Stationery’s brand proposition with a meaningful tribute to teachers, subtly reinforcing the brand’s connection to education and the tools that support it. Strategically, the campaign leverages a culturally resonant narrative that elevates teachers' status within Bangladeshi society, especially poignant during Teachers' Day. The insight that teachers are often under-acknowledged influencers, despite their profound influence, offers a fresh perspective that differentiates the campaign from typical celebratory content. By framing teachers as “real influencers,” it indirectly aligns the brand with values of trust, respect, and education quality, appealing to parents, educators, and students who value authentic role models. The choice of film as a medium allows for emotional storytelling, fostering a personal connection with the audience. This creative angle taps into societal respect for teachers while reinforcing Fresh Stationery’s relevance in supporting the educational journey, thus strengthening brand affinity in the retail education category within Bangladesh.

Creative Device

FORMAT#10 ASSOCIATED USER IMAGERY — Shows a user profile the target audience can relate to or aspire to. This campaign focuses on celebrating teachers as “real influencers,” emphasizing their immense contribution to a student’s development from birth to maturity. There is no evidence of a conventional narrative arc with conflict and resolution, explicit problem-solution framing, direct product demonstration, or celebrity/character use. Instead, the ad elevates teachers by portraying them as the aspirational figures—the very role models and ‘users’ that students and society admire. The creative centers on relatable user imagery (teachers, as viewed by students and parents), aiming for audience identification and emotional resonance rather than story-driven resolution or symbolism. ADVERTISING FORMATS EXPLAINED: https://www.clapboard.com/blog/branding-and-advertising/brand-strategy/12-advertising-creative-formats

FIND ME - RBFY | Clapboard Ad Archive — archive collection thumbnail

FIND ME - RBFY | Clapboard Ad Archive

RBFY’s FIND ME campaign, created with INNORED and launched in South Korea in 2023, delivers an unfiltered exploration of motherhood’s silent emotional cost by focusing on the overlooked personal identities of mothers submerged in childcare and domestic routine. Rooted in a simple but striking insight uncovered during candid interviews—that mothers’ photo albums, once awash with youthful selfies, have become monuments to their children at the expense of self—this campaign subverts the expectations of both its participants and its viewing audience through a disarming creative device: mothers are invited to support their kids at a staged photography shoot, only to discover they themselves are the true subjects, brought suddenly into focus at the center of their own narrative. As the mothers encounter their portraits displayed in an impromptu exhibition immediately afterward, their emotional responses—ranging from tears to quiet reflection—speak volumes, forming the campaign’s very heart and offering a relatable point of connection for target consumers. What Clapboard’s taxonomy would classify as FORMAT#10—Associated User Imagery, the execution is anchored firmly in authentic experience rather than aspirational fantasy or celebrity validation, foregrounding real mothers, real reactions, and an unvarnished return to self-recognition. This film-driven approach is amplified through social extension, most notably the #find_me Instagram initiative, which encourages further communal participation and drives the campaign’s message well beyond paid media, tapping into broader currents of maternal self-doubt, sacrifice, and longing for personal rediscovery. The synergy between on-film emotional truth and digital engagement allows RBFY to stake a distinct position within the retail services sector, aligning brand purpose closely with the lived realities of its core demographic and building cultural capital around empathy, reflection, and empowerment—values increasingly indistinguishable from the category’s most powerful consumer movements. The campaign earns 66/100 in Clapboard’s global creative archive. As industry dynamics shift toward user-centric storytelling, FIND ME signals the rising influence of experiential authenticity and emotional specificity in driving both brand impact and cultural resonance in retail marketing.

A Year in The Making - Morrisons | Clapboard Ad Archive — archive collection thumbnail

A Year in The Making - Morrisons | Clapboard Ad Archive

Morrisons’ Christmas campaign A Year in The Making, created by Leo UK for the retail category in 2025, takes a resolutely human-centric approach to festive advertising, pivoting away from clichéd seasonal product hero shots and instead elevating the people and processes behind the brand’s celebrated fresh food offer. This bold 90-second TV spot launches the season by tracing a year in the life of Morrisons farmers, bakers, fishermen, and delivery drivers, threading together a series of visually arresting vignettes that move from fields in summertime, through out-of-season bakery prep twinkling with fairy lights in August, to a festively adorned boat on a sunny day and a tractor charming Halloween trick-or-treaters under the glow of Christmas lights. By focusing on these authentic, behind-the-scenes moments, the campaign positions Morrisons as a uniquely vertically integrated grocer—one distinguished by its direct farm sourcing, in-house food production, and visible craft—embedding its market narrative deeper than seasonal promotional pushes typical of the sector. The creative executes this with a deft seasonal timeline, culminating in a delivery driver, not Father Christmas, as the source of festive magic, a symbol of Morrisons’ promise delivered directly to the doorstep. This approach leverages what Clapboard’s taxonomy classifies as FORMAT#11—Unique Personality Property—since the spot squarely builds its creative premise around Morrisons’ distinctive operational model and the people whose year-round work fills the shelves for Christmas. The media strategy reinforces this connection with a high-profile launch during Good Morning Britain and a broad multichannel rollout across cinema, digital, social, radio, print, and outdoor, sustaining the narrative with shorter edits throughout the peak retail months to further entrench the campaign’s story of authentic care and craft. The use of a newly recorded version of a classic festive track adds nostalgia without resorting to formula, while the notable absence of overt food glamour shots (such as the much-parodied mince pie close-up) marks a deliberate creative restraint that draws viewers further into the world and real personalities at the heart of the Morrisons offer. The campaign has amassed substantial engagement, with the flagship film surpassing 300,000 YouTube views and stirring an active conversation around the realities of food production, which underscores the depth of public appetite for authenticity and community in a retail landscape crowded with surface-level spectacle. Clapboard rates this 72/100. As supermarket advertising increasingly jostles for emotional connection and trust, Morrisons’ focus on unique operational transparency and craft signals a clear move toward brand-building grounded in provenance and people rather than festive pageantry.

It's the Most Wonderful Time of the Year...Right? - Matalan | Clapboard Ad Archive — archive collection thumbnail

It's the Most Wonderful Time of the Year...Right? - Matalan | Clapboard Ad Archive

Matalan’s Year 2024 Christmas campaign, It's the Most Wonderful Time of the Year...Right?, delivers a fresh twist on festive retail storytelling by centering the exuberant Melling family as they stride, heads held high, into the seasonal chaos — a posture that signals not just readiness, but holiday swagger. Anchored in the retail services category and created for the UK market, the campaign positions Matalan as both an enabler and a champion of real family life during Christmas, communicating the dual message that joy and stress often intersect in the holiday home. The creative leverages lifestyle realism with humor and warmth to mirror the lived experience of preparing for the holidays, tapping into the insight that behind every picture-perfect moment lies a little bit of orchestrated mayhem — and a lot of shopping to be done. Unlike higher-end competitors such as Marks & Spencer, who focus on aspirational luxury, or rapid-turnover rivals like Primark who play up extreme price, Matalan claims the approachable middle: the retailer who gets the complexity and delivers with reassurance, accessibility, and an offer that stretches comfortably across clothing, gifts, and homeware for every member of the family. This inclusivity is visually reinforced by the casting of the Melling family, a relatable ensemble depicted not in staged tableau but in dynamic movement, capturing the kind of fleeting family moments that feel authentic to a broad demographic of UK shoppers. The campaign opts for an embedded product approach, eschewing overt demonstration and testimonial for a fluid continuity of festive activity — a creative device that sits squarely within what Clapboard’s taxonomy would classify as FORMAT#10—Associated User Imagery — inviting viewers to see their own lives reflected in these scenes of domestic anticipation and celebration. Strategically, the single film asset is designed for maximum accessibility, directing viewers to Matalan’s digital Christmas Shop and underscoring the brand’s commitment to omnichannel retail during the peak period. The campaign capitalizes on an audience looking for one-stop solutions at a time when simplicity, assurance, and practical value matter most, landing its message with over 157,000 views on a primary video channel and generating visible resonance with its humour-forward, emotionally attuned creative. As Matalan continues its battle for relevance against both premium and discount retail archetypes, this work stands as a testament to the brand’s attunement to shifting family rituals and the realities of seasonal shopping. Clapboard rates this 63/100. This campaign matters because it demonstrates how lifestyle-driven, contextually astute retail advertising can cut through the Christmas clutter when it recognizes — and sympathetically celebrates — the pressures as well as the pleasures of the season.

Happy Beautiful Year 闪靓过靓年! - Watsons Malaysia | Clapboard Ad Archive — archive collection thumbnail

Happy Beautiful Year 闪靓过靓年! - Watsons Malaysia | Clapboard Ad Archive

Watsons Malaysia’s Happy Beautiful Year 闪靓过靓年! campaign marks a standout CNY activation in the 2025 retail category, fusing music-driven entertainment with influencer star power to reinforce brand association at the heart of one of the market’s most competitive festive periods. Deploying a format that sits squarely in Clapboard’s FORMAT#8—Ongoing Characters or Celebrities taxonomy, the campaign anchors its cultural impact through the recruitment of recognisable personalities—Phei Yong, Jestinna Kuan, Perry Kuan, Mskuan, Danny Lee, and Amber Chia—making the campaign immediately familiar and instantly relatable for a broad cross-generational audience. The core creative device is an infectious branded music video featuring Sim Leng Leng, a sticky CNY earworm that is both visually and aurally engineered for replay value and social spread, its choreography and melodic hooks calibrated for virality across TikTok, YouTube, and Instagram. By integrating multilingual dialogue and musical elements in Malay, Mandarin, and English, the film demonstrates a deliberate, inclusive approach to Malaysia’s plural audience, amplifying accessibility and engagement across ethnic lines during the Lunar New Year peak. The campaign’s lifestyle-forward messaging and kinetic visual energy position Watsons Malaysia as a vibrant, celebratory hub—where wellness, beauty, and festive spirit fuse into a single retail experience—bolstering the brand’s offering against category competitors like Guardian, Sasa, Caring Pharmacy, Sephora, and Alpro Pharmacy, all of which target nuanced segments via health, premium beauty, or experiential shopping differentiation. Engagement metrics reinforce Watsons’ resonance, with over 26 million views driving shareability, brand memorability, and a clear correlation between influencer-powered content and market impact during key shopping moments. There are no extraneous story arcs or product demos; instead, the focus is precision-engineered for emotional identification, leveraging the celebratory cues, high-tempo choreography, and repetitive musical phrasing to foster participatory fandom—a proven winning formula in festive retail advertising across Southeast Asia. The upbeat, accessible, and entertainment-first strategy further solidifies Watsons Malaysia’s relevance and emotional connection with its base, making the campaign a central part of the seasonal vernacular. Clapboard rates this 66/100. For a retail sector in perpetual contest for attention and footfall, this campaign demonstrates how integrating celebrity-led, culture-first content with accessible creative executions can elevate a brand from category clutter to festival mainstay.

Chocolat without Trallala - Migros | Clapboard Ad Archive — archive collection thumbnail

Chocolat without Trallala - Migros | Clapboard Ad Archive

Chocolat ohne Trallala, the October 2024 film campaign from Migros for Frey fine chocolates in Germany, takes a deliberately purist approach to product communication by asserting that true quality demands neither embellishment nor spectacle, cleaving to the conviction that excellence requires no overt theatrics to be desirable in the fiercely competitive retail market. Developed without resorting to demonstration, parity play, or celebrity association, the creative eschews extraneous elements and focuses solely on the distinctive identity of Frey's chocolates, accentuating their self-sufficiency and intrinsic refinement — an execution that lands precisely within what Clapboard's taxonomy would classify as FORMAT#11—Unique Personality Property. With a concise German-language message and a lifestyle aesthetic, Migros positions Frey as the antithesis of overstated premium confections, targeting discerning consumers fatigued by marketing superfluity and instead seeking a chocolate whose taste and craftsmanship speak plainly for themselves. The campaign, released in a market context defined by established retailers like Aldi, Edeka, Lidl, Rewe, and Kaufland — each vying for retail novelty and value cues — decisively runs against the grain, framing indulgence as quietly exceptional and letting absence of trappings serve as a core differentiator. By deploying a single film asset on YouTube that gathered over a million views alongside a notable volume of audience engagement, Migros substantiates the insight that modern shoppers crave honest, unfussy messaging and genuine product superiority, thus reinforcing the brand’s trusted retail credentials and elevating Frey’s premium status without resorting to the tropes or signaling that often clutter food and confection advertising. This campaign achieves a Clapboard Campaign Score of 70/100. At a moment when many retail brands lean on spectacle, Chocolat ohne Trallala’s unapologetic embrace of simplicity signals a growing appetite in the category for truthfulness and distinctive product provenance as creative foundations.