One more reason to take a trip to London in 2017. World renowned paper manufacturer GF Smith has opened “Show Space” in London, which along with being a store front, features a gallery that is filled with an installation of colorful paper rolls. Housed across two floors in a building just off Oxford Street, the multipurpose GF Smith Paper Show Space will provide a place to meet consultants, act as an event and exhibition venue, and offer an immersive insight into the company’s products and history.
The concept and creative direction for the 13,000 square foot space was developed by creative partner Made Thought, and designed in collaboration with architects d-raw. The concept is to showcase paper and keep it center stage, with a dark gray palette matched to one of the most popular Colorplan shades, and designed to provide the perfect backdrop for the visual and textural subtleties of GF Smith paper. At the heart of the GF Smith Paper Show Space, a 45-foot wall that presents every paper GF Smith has created or discovered, spanning every shade in the Colorplan range including some of the most precious, and technologically advanced unique papers from around the world.
Last night while suffering from a bout of insomnia I was watching TV trying to will myself to get sleepy so I could just go to bed and dream the night away. It wasn’t working and I’m glad it I stayed up. The fact that I was watching late night TV allowed me to see a commercial for Paper and Packaging that originally dropped back in April, which led me to the online campaign that it is tied to as well. And this got me to thinking about how really nice this campaign is.
In a day and age where no one really writes physical letters anymore, how does a company communicate the use of paper, of how personal handwritten communication is, and how touching a physical letter can be instead of an email or text? They do it through compelling storytelling. When I first saw the commercial below, the sound was off on my TV. I was actually working on my iPad and happened to look up and see it. I didn’t turn the sound on, instead I watched the entire spot in silence and was still drawn in by a storyline that simply works. The visuals are as equally compelling as the voice over. After watching the spot I backed up, turned on the sound and watched again, this time listening to the message, and thinking about how this spot hits a home run.
The commercial is relevant because it does a number of things. It unites multiple generations with the experience of writing an actual letter. It ties three generations together, one that grew up in a time where email and texts didn’t exist, one where these technologies emerged, and one where the primary form of communication is digital. In doing so, it humanizes what could be a forgettable experience, (a text, or an email) and replaces it with something that we all know is memorable, a hand written letter. Everyone everywhere knows the power of a correspondence written by hand. A letter takes time, require focus, and tends to feel more genuine. It isn’t something that is typed out on a phone, reduced to 140 characters, or lost in a digital inbox or folder that exists on the cloud out of sight out of mind. The commercial also shows the products in use. Not just the piece of paper, remember this is for “Paper and Packaging”, a company that also produces cardboard boxes. The commercial shows the letters, written on paper, shipped in a box, and returned the same way, all while telling a great story about how the product is used as a form of communication and delivery.
After watching the spot a couple of more times, I no longer cared about willing myself to sleep. I was curious about the rest of the campaign, so I did a quick Google search and found that Paper and packaging had recently created a new series of YouTube videos entitled “Letters for Peace” on their channel “How Life Unfolds”, great tagline by the way. I have one of the 3-minute videos below, but I highly recommend clicking through and watching the remaining six. Every one of them is done at the same high level of production and tells a wonderful story all coming back to the same basic component of the commercial “Letters to Dad” that I happened to look up and catch last night.
All of this is tied together through digital media of course. Let’s face it, they might be a paper company, but even they know you can’t escape from the digital realm, especially when it comes to advertising and marketing your products. There is an Instagram account that has a little over 400 posts and a few thousand followers. Followers are encouraged to celebrate how paper and packaging helps them accomplish their goals at home, at school, and in the workplace by posting images using the hashtag #howlifeunfolds. The website is an online archive of the letters of peace, and a place where comments are fed to the site and people are encouraged to like and share. In addition the site offers additional insight into the authors, invites people to submit their own letters, promotes the product line, and has feature articles on why you should write things by hand.
Great stuff from Cramer-Krasselt, Paper and Packaging’s agency of record.
To promote their recycled paper line and the idea of recycling, Igepa Belux turned to the creative team at design firm Soon. Using old magazines, Soon transformed the pages into a bright colorful world of flowers, insects, and birds, giving the pages a second life.
The design team at Soon transformed magazines and print advertisements into three dimensional sculptures of flower arrangements, intricate insects, and voluminous greenery by cutting, folding, weaving, bending and gluing the materials and crafting them into a spectacular new world. The end result was a full color brochure, a behind the scenes video, and a series of prints, showing how the original materials had been transformed.
To promote the durability and extreme quality of Fedrigoni’s “Constellation Jade” paper, the bespoke paper manufacturer created a video featuring a limited edition Leica camera where the leather banderole was replaced with one made from paper. Beautifully shot and edited, the video below takes what some might call a mundane product and elevates it to the same level as one of the worlds most exclusive luxury brands, Leica Cameras. In addition to replacing the camera’s banderole, a sample book was designed to act as packaging for the limited edition Leica X2.
While the video is impressive, the slide show below shows the actual packaging that was created to hold the camera. Designed as a combination box and book, it is filled with high processes that show off the quality of Fedrigoni’s paper product, while giving a company history, and tying it to the Leica camera it protects and becomes part of. The packaging is absolutely outstanding in the photos. Really nice design that echos the components of the camera. while highlighting the quality of the “Constellation Jade” paper used to create it.
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