PaperOne Heart to Heart
Integrated creative campaign across the region
To the uninitiated, it may seem challenging to market a commodity like paper.
Paper is usually associated as a low-involvement and low-interest product among shoppers. Working closely with their parent company, APRIL Group, we conceptualised a unique brand story for PaperOne. “More than just Paper, it’s sustainability at heart” was built on the brand’s commitment to environmental sustainability.
The advertising campaign featured individuals who benefited from the company’s sustainability, conservation and community programmes.
With the support of the client, the campaign was entirely shot on location in Sumatra, Indonesia. The campaign ran across markets in Singapore, Malaysia, Indonesia, the Middle East and beyond.
Our three-year retainer supported the brand in producing content such as product videos and trade sales kits as well as consistent point-of-sale materials and truck liveries for the various markets.