"Please, It's Not Just Paper"

Campaign: "Please, it's not just paper."

Brand: Double A Double Quality Paper
Client: Advance Agro

Problem: Office supplies are boring. Worse, they're generic. Therefore, the goal of the procurement officer in charge of stocking up on printing paper, pens and what-not, is to keep costs down. However, being efficient shouldn't be about being cheap. Because cheap has its consequences. For printing paper, poor quality means smudges, bleeding and paper jams.

Solution: To change the perspective of the target market that all printing paper are the same, this campaign educates them on the processes that go into making  Double A paper. The campaign comprises posters (bookstores, stationery shops, school book shops) and light-boxes (located near book-stores).

Corporate Campaign: Poster #1

Corporate Campaign: Poster #2

Corporate Campaign: Poster #3

Bright paper means better contrast between paper and what's printed. Your words and ideas stand out better.

For the light-box campaign, we highlighted another important attribute of the brand - "Thickness". The benefit of slightly thicker paper is you don't get bleeding from the flip-side so you can actually print on both sides of the paper. That you can have two opposing views existing harmoniously, became the idea. One that takes advantage of the light-box mechanism.

Light-box #1

Light-box #2

Light-box #3