The Paper and Packaging Board unites the paper and paper-based packaging industry to communicate its sustainable stewardship, continuous product innovation and well-established recycling practices to increase consumer awareness and preference for paper and paper-based packaging.
The papertarian campaign is one of the largest productions I’ve taken part in. Our team conceived, wrote and produced four TV spots featuring the comedic talents of Retta (Parks and Recreation, Good Girls). The campaign created a movement to encourage people to become papertarians themselves by choosing paper packaging. Below is a sampling of some of the main assets and offshoots I helped create.
TV Spots
Video
These are the four main spots that form the foundation of the campaign.
Retta brought warmth, humor and sass to the shoot. She also brought her own wardrobe! I’m pretty sure her favorite color is yellow.
Generic Products
Packaging
We created packaging for hundreds of generic products and magazine covers. These are some of the ones I designed that were most clearly featured in the spots, print ads, website and social. The tuna box was a favorite of the client and they also featured it in an article about the campaign by Smithsonian Magazine.
Click to see them larger.
Landing Pages & Wyng Quizzes
Web Content
A campaign wouldn’t be complete without a landing page! We did multiple pages on their site dedicated to the campaign, but this is the main one.
This page features guidance on becoming a papertarian, an interactive Wyng quiz to see if you might be a papertarian already, and additional content for more experienced papertarians.
I pushed the capabilities of Wyng to their stretching points to create custom papertarian quizzes that had much higher interaction and completion rates than we originally expected. To the right are a few of the frames from one of the quizzes.
If you’d like to take the quiz yourself, you can check it out here.
Papertarian Offshoot - Neighborhood Watch
Lo-fi Video Production
I partnered with copywriter Jess Linnett to conceptualize, storyboard and then help produce social offshoots such as this one.
Printables, Tutorials & More
Social Content
These are some other papertarian videos I worked on for their social channels.
Article Diagrams
Animated GIFs
In addition to the papertarian campaign, we did other editorial work for their website. These are some of my favorite diagrams I drew and animated for one of the articles.
