What’s more disposable than paper? We doodle on it, blow our noses on it, chuck scrunched-up balls of it in the bin every day. And yet the source of paper – trees – are one of the planet’s most precious natural resources. Arjowiggins Graphic wanted to get designers and creative printers thinking differently about paper. They asked us to help communicate the benefits of sustainable stock, and challenge the misconception that using recycled paper means sacrificing quality.
Our solution was to appeal to our audience’s creative instincts, and involve them throughout the creative process. We held an open competition through the Young Creative Network, universities and Facebook, inviting illustrators and designers to explore the theme “What one tree means to me”. We chose 13 exceptional designs from hundreds of brilliant entries and used them to create a promotional book, printed on Arjowiggins recycled paper stock.
The work was awarded an International Green Award in the direct response category.