Paper and Packaging—How Life Unfolds: Behind the Groundbreaking Campaign [Interview]
Life moves fast. Who has time for print? One new campaign is suggesting we all do—even if we aren’t aware of it.
Paper and packaging has been in competition with other media forms for quite some time now. Within our industry we know that printed paper and packaging products are viable and sustainable. But the real problem is convincing our customers of that.
It comes down to general perceptions. Kids, instead of coloring in a coloring book, would rather play video games on tablets. Sports fans would rather download a virtual game ticket. Vacationers would rather take their e-book to the beach.
But what if we could change these perceptions? What if we could show people that print and packaging products are actually a significant part of their daily lives?
Last week we posted about what effects the “Paper and Packaging—How Life UnfoldsTM” campaign may have on our industry. Marketing and advertising agency Cramer-Krasselt is helping us fight back. They created this targeted campaign to give us, as Mary Anne Hansan, executive director of the Paper and Packaging Board, told the Washington Post, “a voice in an increasingly competitive world.”
Here thought leaders from Cramer-Krasselt discuss how they developed the engaging stories that speak to the core of the industry’s most pivotal consumers.
PIA: Where did the inspiration for the “Paper and Packaging—How Life UnfoldsTM” campaign come from?
We wanted to try to connect with consumers in engaging and emotional ways, so we focused on storytelling. At first we thought we’d create some compelling stories and then add in some paper and packaging. But what we actually found was that every story we wrote already had paper and packaging in them. That’s when we had this epiphany that paper and packaging are like actual characters in our lives’ greatest stories. The letters, the boxes, the tickets, the photos, the books. These are all the things that allow us to grow and learn and connect. In essence, paper and packaging is how life unfolds.