Winners & Shortlists

THE PAPER SKIN

Short List
TitleTHE PAPER SKIN
BrandFEDRIGONI GERMANY
Product/ServiceFEDRIGONI FINE PAPER
Category B01. ACQUISITION & RETENTION
Entrant Company GEOMETRY GLOBAL GERMANY Berlin, GERMANY
Advertising Agency GEOMETRY GLOBAL GERMANY Frankfurt, GERMANY
Credits
Name Company Position
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?'