Paper and packaging get some character(s).
Paper and packaging are everywhere in our lives. In fact, they are so a part of our lives that they often go unnoticed, even when they are essential to life’s most meaningful moments.
For the Paper and Packaging Board, we had to find a way to make paper and packaging the obvious heroes of every story. We did that by turning them into actual heroic characters. These characters give paper and packaging personality and allow them to be the real protagonists in every story of How Life Unfolds.
(Above: C-K’s Paper and Packaging Board team discuss the new campaign and how our characters came to life.)
(Above: First TV spot in new How Life Unfolds campaign.)
(Above: One of four digital videos featured in the campaign.)