| Title | THE PAPER SKIN |
| Brand | FEDRIGONI GERMANY |
| Product/Service | FEDRIGONI FINE PAPER |
| Category |
B01. ACQUISITION & RETENTION |
|
Entrant Company
|
GEOMETRY GLOBAL GERMANY Berlin, GERMANY
|
|
Advertising Agency
|
GEOMETRY GLOBAL GERMANY Frankfurt, GERMANY
|
Credits
| Christian Mommertz |
Geometry Global Germany |
Chief Creative Officer |
| Felix Duerichen |
Geometry Global Germany |
Creative Director Branding And Design |
| Maik Hofmann |
Geometry Global Germany |
Deputy Managing Director |
| Sabine Brinkmann |
Geometry Global Germany |
Senior Art Director |
| Sabine Weber |
Geometry Global Germany |
Senior Copywriter |
| Saskia Schomacher |
Geometry Global Germany |
Senior Account Manager |
| Johanna Woetzel |
Geometry Global Germany |
Media Designer |
| Martin Wojciechowski |
Geometry Global Germany |
Art Director |
| Alexander Keil |
Geometry Global Germany |
Apprentice In Media Design |
| Mathias Bossler |
Geometry Global Germany |
Apprentice In Media Design |
| Stefan Hecht |
|
Type Design |
| Jan Erlinghagen |
|
Font Design |
| Maik Scharfscheer |
|
Director And Producer |
| Thomas X. Stoll |
|
Director Of Photography And Editor |
| Blue Chip Studios Gmbh |
|
Recording |
| Hofkapellmeister Audiodesign/Musikproduction |
|
Sounddesign And Mix |
| Edelmann Group |
|
Packaging |
| Klaus Veredelungsmanufaktur |
|
Hot Foil Stamping |
| Druckweiterverarbeitung Berger |
|
Bookbinding |
The Brief
We were briefed to address both existing and new customers: the worlds top designers, most
premium printers and luxury brand owners. The objective was to create interest for Fedrigoni and
beyond that B2B conversations about their bespoke packaging papers.
As a strategy for the campaign we decided to create inspiring and activating content,
demonstrating how Fedrigoni paper can add tangible value to premium packaging. To tell the
story of a paper like no other it needed a brand experience like no other. So we told it - by a
brand like no other.
Creative Execution
We put the paper through all of Leicas uncompromising quality tests: It had to survive 400 cycles
of heavy abrasion, extreme temperatures and aggressive liquids like Aceton. It persisted officially,
so second skin became first skin. Can packaging get any better?
This symbiotic mashup turned product design into the most compelling communication design.
The uplifting effect of the packaging added so much value to the iconic Leica Camera, people
willingly paid twice the price of a regular Leica X2. That just demonstrates how the target
audiences perception and action towards Fedrigoni changed immediately.
Describe the creative solution to the brief/objective.
We put the legendary Leica X2 in a box that was both, a sample book and the packaging. But in it
there wasn't any Leica X2. We created a limited edition by commiting a design sacrilege: we
replaced it's iconic leather banderole by it's packaging material.
A simple idea had turned a luxury brand into an ambassador of a low interest product. And
considering that manufacturers had always handed out sample books for free so far - this time we
sold them for 3.900 EUR each!
Results
The 25 limited Masterpieces were sold out immediately - and floor-traffic in Fedrigonis B2B
showrooms increased by 78%. More than 48.000 views on YouTube and over 50.000 views on
Adobes Creative Community 'behance' demonstrate the contagiousness. More than 5.000
appreciations and 300 comments proof relevance. It created such a huge buzz amongst the
design minded target, that March 2014 issue of NOVUM even used Fedrigoni as it's cover paper.
But when it comes to direct business impact, this tweet by legendary Eric Spiekermanns bings it
to the point: 'Great work! Where can I buy this paper?'