Getting people to value something they hardly even notice.

The Paper and Packaging Board came to us with a daunting problem to solve. Paper and packaging are extremely prevalent in our lives, yet people don’t really see them – or more importantly, value them. Pointing out their ubiquity wasn’t enough. We needed to give people a reason to care about them. And what better way to connect emotionally than through storytelling? Our campaign shows how paper is literally a character in some of our greatest life stories.

What do you do when you miss a dad who’s far away? See how paper and packaging help a little boy and his father stay close.
The Howlifeunfolds.com homepage.
Back-to-school learning starts with supplies.
Adventure seekers are reminded that paper and packaging make the journey possible.

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