How Life Unfolds®—Launch Campaign
Inaugural consumer-facing national campaign on behalf of the U.S. paper manufacturers and importers to promote the value that paper, in its many forms, brings to consumers’ lives to drive preference and positively impact consumption. Research revealed that the target audience is highly motivated by feelings of achievement. Campaign unified the various paper products under one powerful message: that paper and paper-based packaging propel the best stories of your life forward, helping you achieve great things, and elevating paper from supporting character to hero status.
“Letters to Dad”
“Getting to 30”
“Fish Out of Water”
Print Ads
