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Paper & Packaging Board
How Life Unfolds

RAN IN: United States

CLIENT
Paper & Packaging Board

Mary Anne Hansan, President
Donna Grove, Director of Advertising

AGENCY
Cramer-Krasselt *Lead Agency

Chris Jacobs, Executive Creative Director
Jim Root, Creative Director/Art Director
Timm Gable, Producer
Scott Shulick, Group Planning Director
David Dugan, Group Account Director
Germaine Geuder, Account Executive
Kelli Rathke, Media Director
Sara Rude, Public Relations Supervisor


SUMMARY

We used beautiful, emotional storytelling to spark growth in a behemoth commodity category that had been experiencing decades of decline—the paper industry. Our campaign boosted consumer attitudes around using paper--in the right moments, moments that create lasting memories--and drove 275,000 tons of paper consumption.

CASE VIDEO


Hero Medium: TV

Medium Featured On Video: BRANDED CONTENT;INTERACTIVE/ONLINE;Digital Video;Display Ads (Interactive/Online);MOBILE/TABLET;Display Ad (Mobile/Tablet);PR;PRINT;Magazine - Digital;Newspaper - Digital;Newspaper - Print;SEARCH ENGINE MARKETING (SEM/SEO);SOCIAL MEDIA;TV;Interactive TV/Video on Demand;Spots (TV)

Audience: "adult expressivess ages 18-49

Objectives: Develop, revitalise market

Type: Business to Consumer

Classification: National

Language: English