Brief Explanation

In order to reinforce brand proposition of “environmental caring paper”, IDEA brand has been launched new Eco-Edition packs that made from recycled paper; help preserve nature and reduce global warming. The idea for this campaign is based on the fact that when you destroy nature, the disaster from natural will destroy you. On the other hand, when you help nature, nature will help you back to. The story is about an office man whose car engine cannot be started and no one around to help, except a couple of penguin. The reason why is because penguins in the story are representative from nature, so when this guy chose IDEA paper Eco-edition that purposely help nature; they want to help him back in return.