Brief Explanation

We tried to communicate Nepia’s CSR initiatives to the world, by producing radically new craft design as entertainment or art work, not as advertising.

The Brief

Nepia is a tissue manufacturer, which works on controlling sustainable forests, conserving their ecosystems and advancing employment. The company wanted to communicate its CSR initiatives to the world. However, even if a company does something good for the world, consumers get bored if it is explained at length. In addition, not many consumers visit the Web to browse such information on their own. Since the budget was small for obtaining TV commercial spots, we opted to focus mainly on plans for website (no banners or other ads) in order to get the message across the audience.

How the final design was conceived

We created a brand film using Nepia’s CSR initiatives as a motif. To convey the simple fact that "paper comes from forests," we decided using a tissue to represent the lives of various forest animals. Using the stop motion animation technique, a tissue paper transforms frame by frame to a tree, to a bird, to a frog and so on. We aimed to make up an image that no one had ever seen before. So we started with creating a radically new craft named “Tissue ORIGAMI Craft Art” which is a formative art using tissue and traditional Japanese ORIGAMI skills.

Indication of how successful the outcome was in the market

Despite no paid media, It caused a buzz overseas, and it had been viewed over 1 million times in a month. So many people tweeted and shared their sensation. Highly-praised by major web media all over the world. It got into media in Japan too, and became a popular topic. VIEW : 1,846,605 (as of 7 August 2014) Share : over 160,000(Like / Tweet / Other social Share) PV : Increased up to approx. 400% Therefore, we could communicate Nepia’s CSR initiatives to so many people.