Getting people to value something they hardly even notice.
The Paper and 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 their ubiquity wasn’t enough. We needed to give people a reason to care about them. And what better way to connect emotionally than through storytelling? Our campaign shows how paper is literally a character in some of our greatest life stories.