People spend hours watching unboxing videos, which are made possible by -- you guessed it -- boxes. What if we illustrated what you'd be missing without paper boxes?
Unjello-ing videos? Definitely not as good as unboxing videos.
PAPER. THE TOTAL PACKAGE.
The paper industry's in a bad place.
When nearly every email sent these days features the words "think before you print" across the bottom, it's easy to understand why paper mills and packaging manufacturers are seeing declines in their business.
In 2014, they decided to do something about it, and created a Paper and Paper-based Packaging Check-off Board. This national trade group would advocate for the smart, responsible use of paper through advertising and outreach. In short, they were looking for their version of "Got Milk?" or "Beef. It's what's for dinner."
Though we didn't win the account, I was especially proud of this spec campaign. It clearly explained the industry's commitment to sustainability, while showcasing the many benefits of paper and paper-based products the typical consumer might not think about.