Start The Day With Paper
Antalis
Issue 33 | December 2014
Agency
Shift Joe Public
Creative Team
Amori Brits, Simone Rossum, Wanda Priem, Sophia Strydom, Christo Kruger, Jone Janse van Vuuren, Maciek Michalski, Annette de Klerk, Claudette Browne Storrar
Production Team
Debbie Miller
Date
2014
Background
Leading paper merchants Antalis bri needed a direct mailer to promote the Arjowiggins paper range and get graphic designers to stop treating paper as a mere afterthought in the design process.
Idea
Agencies are bombarded with direct mail pieces. A flood of desk drops means that even the most exceptional pieces eventually get lost. A different solution was needed.
THE INSIGHT
To use what all designers start their day with as the messaging vehicle – a cup of coffee.
THE SOLUTION
A bespoke set of 25 paper coffee cups was created. Each paper's unique characteristics were highlighted by turning them into different cup personalities.
One of these was The Edward, an Ice White from the Curious Metallics range.
Much better looking than a sparkly teen vampire.
Or Vitamin C, for vitamin Caffeine, Caffeine, from the Conqueror Contour range, a paper with subtle hammer embossing texture, giving it an orange peel feel.
Traditionally used for business communication, Conqueror Smooth was the perfect paper to beat the original American Psycho, Mr. Bateman at his own game. Seriously, look at that subtle colouring. The tasteful thickness.
The range served as a daily reminder to Start the Day with Paper, putting paper – quite literally, back on creatives' lips.
Antalis. Start the Day with Paper