Brief Explanation

We designed a series of posters using an innovative technique based on the capillary action of ink on paper. As the ink started spreading, a tree started taking shape on each poster, quite literally growing in front of people's eyes. Through the visual impact of a tree coming to life, we brought alive the importance of using recycled paper and created awareness about Fedrigoni's recycled papers.

The Brief

Prism Papyrus, exclusive distributor for Fedrigoni, wanted an attention-grabbing idea to promote Fedrigoni's new range of recycled papers so that offices switched to this greener option to help save our trees. Despite the demand for paper growing at an annual rate of 9% in India, the demand for Fedrigoni’s recycled papers was surprisingly low. The objective was to come up with a high-impact idea that would create awareness about their product and subsequently increase sales.The target audience, drawn from both existing and new customers, was corporate print buyers and sellers in Mumbai.

How the final design was conceived

Instead of using a conventional poster, we employed a never-seen-before design innovation to bring alive our message. The dynamism of these posters made them memorable and Fedrigoni's recycled papers had top-of-mind recall among our target audience. What made the creative execution most appropriate to a brand that is fiercely eco-friendly is that we printed these posters on Fedrigoni's recycled papers and instead of preaching about the benefits of using recycling paper, simply demonstrated the same in a visually-engaging manner.

Indication of how successful the outcome was in the market

After the campaign, awareness about Fedrigoni's recycled papers increased by 68% among the target audience. Within 6 months, 73 companies in Mumbai switched to Fedrigoni's recycled papers, placed orders for around 150 tons of paper and saved 2,550 trees. Prism Papyrus now plans to launch this poster campaign in other Indian cities.