How do you get people to feel better about a product they don't even notice? The Paper & Packaging Board came to us with a daunting problem to solve? Paper and packaging are extremely prevalent in our lives, yet people don't really see them–or more importantly–value them. Pointing out the ubiquity of paper was not enough. Just because paper is all around us, doesn't mean it's important. We needed to go a step farther. We needed to give people a reason to care about paper and packaging. And what better way to connect with people emotionally than through the art of storytelling? Our new campaign shows how paper is literally a character in some of our greatest life stories. It's how we work. How we learn. How we connect with one another. In essence, paper and packaging is how life unfolds.
2018 Effie Finalist
