We wouldn't say this is the best paper in this year's crop. But it is in the top one.
That's because it smashes the trickiest box on the creative brief: tone of voice.
All too often this is a dumping ground for vanilla adjectives like "honest", "straightforward" and "down to earth".
For Napolina, we turned this convention on its head by repositioning the UK's leading Italian food range as "not so humble ingredients", with a tone of voice that we defined as "justified arrogance".
Basically, by the end of this paper, you're going to be eating out of...