Why is this work relevant for PR?

We continued the timeliness of paper and planned an immersive art exhibition. The fragments of the desk calendar are used as time units and converge into a space with time. We use a perceptual way to trigger the public's thinking about time.

Background

Antalis is the world's leading art paper brand with a 250-year history. He has been cultivating the Chinese market for 20 years and has always insisted on interpreting art and printing with high-quality products. With the development of electronic technology, paper as a traditional medium faces new challenges. In the context of Internet communication in China, this century-old paper group hopes to let consumers see the persistence of the brand through communication and gain the trust of consumers. In the information age, time slips away from your fingertips. Time is invisible and intangible, and papermaking is the precipitation of time, and paper records the traces of time. In design work, paper is the carrier of designer inspiration and design experience. Therefore, our team decided to collaborate with Antalis to use paper to awaken people's attention to time. See the time through the font and the value through the paper.

Describe the creative idea (20% of vote)

We selected 12 sets of fonts from the works of a design company for 20 years, and then designed a new set of fonts. Fonts are used on paper, desk calendars, calendar posters, bookmarks, postcards are developed. A fragment is both a pattern and a product. Paper is the most beautiful art. We continued the timeliness of paper and planned an immersive art exhibition. The fragments of the desk calendar are used as time units and converge into a space with time. We use perceptual ways to trigger people's thinking about time.

Describe the PR strategy (30% of vote)

Insight: Paper inherits human civilization and wisdom. Paper is the carrier of many inspirations, feelings and design experience of designers. A 250-year-old art paper brand and a 20-year-old design company have jointly experienced the transition from the printing era to the Internet era, witnessing the changes in people's perception of time. From the characteristics of fonts and papers, we found the commonality of "sense of time", used art paper to awaken people's attention to time, used art exhibitions to show the charm of paper, and planned a warm integrated marketing. Key message: "Sense of Time". Target audience: Culture and art lovers in Guangdong, China.

Describe the PR execution (20% of vote)

Paper is the most beautiful art. We continue the timeliness of paper and plan an art exhibition in the name of time. The fragments of the desk calendar are used as time units and converge into a space with time. Scale: Shenzhen and Guangzhou, China.

List the results (30% of vote)

This project has been actively praised by more than 50 media, and has accumulated 1 million followers. The message area is full of emotions about time and praise for the product. The art exhibition promoted the sales of desk calendars and led to the exposure of paper. The use of the desk calendar and the photographs recorded in fragments spontaneously generate secondary transmission. Successfully opened a good dialogue between the brand and consumers, effectively enhancing brand awareness and favorability. Let us understand together what is the meaning of time and how to appreciate the beauty of time.