How Life Unfolds®—Character Campaign
The campaign evolved with the findings from value-based research that showed benefits specific to individual types of paper products laddered up to unique high-level values for the consumer. The beloved characters, Casey and Page, became campaign ambassadors reminding consumers how paper helps you productively accomplish your goals, and how paper packaging and boxes help you achieve peace of mind. The campaign provided improved storytelling, memorability and strengthened creative breakthrough.
Linear TV/Streaming/On-line Video
“Box’s Mission”
“Paper’s Business Pitch”
Digital Video/Social Media Content
Print Ads
