'60% of this pack is rubbish'

Background

Fuji Xerox relaunch Greenwrap, their 60% recycled paper, every year. Not surprisingly, the people who receive the ‘annual’ DM piece tend to feel they’ve heard it all before. MercerBell needed to break through their lack of interest despite there being very little new to tell them. In addition, because of the mandatory inclusion of a paper sample, they were restricted to the same components as previous campaigns - an envelope, letter and folder containing paper specs and a sample.