2012 Winners & Shortlists

Brief Explanation

The challenge was to overcome the perception that paper companies are the main cause of deforestation and environmental destruction, and the catalyst for the extinction of endangered animals. The objective was to show that Neenah Paper, the most eco-friendly paper company, cares about the wellbeing of the planet. Because after all, it is our shared responsibility to save the planet.

The Brief

To promote Neenah Paper’s line of eco-friendly paper.

How the final design was conceived

We started by building an idea on the universal truth, that we all share the same planet and our destinies are linked. With that, we paper-crafted an execution that showcased the skeletal anatomy of endangered animals with the skull of a human being. The posters clearly illustrated the message in a way that’s relevant to our product.

Indication of how successful the outcome was in the market

It was the most creative campaign Neenah Paper has ever put out. We received more than 50 enquiries from printers and advertising agencies. The traffic on their website increased by 12%.