Incredible Shrinking Quote, an ad for FBD Insurance has won the NNI Press Ad of the Month for July. The advert was created by Publicis QMP and media planning was undertaken by Carat.

Sally O’Sullivan was art director for Incredible Shrinking Quote. Copywriting duties were shared by Darragh Carey and Ronan Nulty. Client services were provided by Sally Ryan and Sheena Denneny.

This advert was chosen by Conor Kennedy, Creative Director of Javelin Group and Graham Taylor, Chief Executive of GT Media. Conor described the ad as: “Quirky, cheerful, impactful in a sector not known for charming originality, well disguised raw knuckle hard-sell of the old school.”

Jury chairman, Martin Wright, said: “A charming, well written, well crafted piece of work. Brings real interest to the insurance sector. Quotes don’t have to be dull, boring and a source of press pollution.”

Incredible Shrinking Quote by Publicis QMP will move forward into the NNI Press Ad of the Year competition, as will all ads that were shortlisted from the entrants for July.

The August competition is now open to all adverts that were printed in an NNI title during the month of August. The closing date for entries is September 16th 2011. Entry can be made through our website.

Well done to this month’s winners and we wish next month’s entrants the very best of luck!