It’s unlikely that there is a category that engenders less interest than office paper. We quickly recognised that there would be absolutely no hope of success for a campaign built on intrinsic attributes like whiteness, runnability, ink adhesion or the like; it would be just too dull to create any appeal. On digging further we discovered that Sappi, the manufacturers of this particular paper brand, invest heavily in continuous improvement, not only at the mill but in packaging, environmental responsibility and even in community upliftment. This led to the crafting of a brand value statement that “if anything is worth doing, it is worth doing well”. We translated this concept into the campaign proposition “Live a life of Note”. Delivered through outdoor and social media channels only, the quirky, often mischievous, extremely versatile campaign has proven immensely popular, with the line even weaving itself into the colloquial lexicon. Because of its distinctive packaging (which we also designed) which is predominantly red, Typek is often referred to as the “red box”. This inspired the highly recognisable art direction and the reinforcing payoff line “think red.”

(outdoor, promotions, social, trade)