Brief Explanation

With a cross-section of the stump of the actual cardboard drawn to let the thinness of cardboard known, the delicate and conspicuous modeling poster shows that the use of lightweight cardboard leads to environmental protection.

The Brief

Lightweight cardboard saves the resources and reduce CO2 emissions in the production process by reducing the amount of paper. This campaign aims to make the lightweight cardboard used for shipping the product acknowledged and to advance the efforts of environmental protection socially.

How the final design was conceived

The fact that lightweight cardboard is eco-friendly can be visualized only by the thinness of the cross-section. We designed the poster to enlighten the environmental protection by using the cross-section of actual lightweight cardboard to enable people to touch and feel the thinness of the cross-section

Indication of how successful the outcome was in the market

In spite of the fact that it was posted only for a single day, the poster was spread by people on social media and became a big topic. To respond the people’s reaction, it was decides to be posted indefinitely at a greening cafe space. Additional posting at another station was also decided. The poster was noted by people interested in environmental protection and advanced the understanding of environmental protection activities of Suntory.