Title	THE PAPER SKIN
Brand	FEDRIGONI GERMANY
Product/Service	FEDRIGONI FINE PAPER
Category	A06. EVENTS & EXPERIENTIAL (INCL. STUNTS)
Entrant Company	GEOMETRY GLOBAL GERMANY Berlin, GERMANY
Advertising Agency	GEOMETRY GLOBAL GERMANY Frankfurt, GERMANY

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 Campaign

Paper is perceived as a commodity - especially when it comes to packaging paper. The industry hands out free paper sample books to the main target audience – the world top designer, brand owners and premium printers. Causing close to no public dividual interest. For Fedrigoni we initiated a special stunt to prove that their paper isn´t boring at all. 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 committing a design sacrilege: we convinced Leica to replace it's iconic leather banderole by it's packaging material. This simple idea turned a luxury B2C brand into an ambassador of a low interest B2B product. To make this happen, the paper had to survive weeks of uncompromising quality tests in Leicas manufactury. It not just had to survive 400 cycles of abrasion, withstands temperatures from -40 to + 70°C and resists liquids like Aceton - it had to meet Leica requirements in haptic, grip and aesthetics. The documentation Video reached 49.000 views on YouTube and 51.000 on Behance, which is more than 15 times as much as all previous Fedrigoni videos combined. It created such a huge buzz amongst the design minded target, more than the first 20 Google search pages for 'Fedrigoni Leica' come up with results from around the globe. And the March 2014 issue of NOVUM even used Fedrigoni as it's cover paper, refering to the idea and article inside.

The Brief

The goal was a) to create visibility and awareness for Fedrigoni among the small, design driven target audience - the world´s top designers, printers and luxury brand owners - and b) to create talk about how much value a packaging (paper) can add to a premium product and a luxury brand experience.

Results

The 25 limited Masterpieces were sold out immediately - and designers, printers and brand owners are queueing for the Fedrigoni paper roadshow starting summer 2014. More than 48.000 views on YouTube and over 51.000 views, 5.000 appreciations and 300 entusiastic comments on Adobes Creative Community 'behance' - who featured the work proactively. Within only weeks it created such a huge buzz amongst the design minded target, more than the first 20 Google search result pages for 'Fedrigoni Leica' come up with blog and online pr post from around the globe. Every single invited press launched an article. 'Druckmarkt' made it it´s cover story and the March 2014 issue of NOVUM even used Fedrigoni as it's cover paper, refering to the idea and article inside. And when it comes to business activation, this proactive tweet by the legendary Eric Spiekermann brings it to the point: 'Great work! Where can I buy this paper?'

Execution

To make this idea reality, Fedrigoni's 'Constellation Jade' paper had to survive two weeks of uncompromising quality tests in Leicas manufactury. It not just had to survive 400 cycles of heavy abrasion, withstands extreme temperatures from -40 to + 70°C and resists aggressive liquids like Aceton - it had to meet Leica requirements in haptic, grip and aesthetics. We documented the tests and the replacing of the leather bandrole for paper in a emotional YouTube Video, which was launched during a Press Conference at Fedrigoni's Hamburg Showroom in collaboration with Leica. The day after of both companies published the video via their social media channels.

The Situation

Fedrigoni has been at the forenfront of paper industry for the last 125 years, making paper the versatile medium it is today. Innumerous brands use Fedrigoni packaging papers to add allure, distinction and protection to their products. Though their portolio of more than 3.000 breeds of papers is enormous, more than 50% of Fedrigoni´s production of packaging papers actually accounts for customized papers. But still paper is perceived as commodity. The industry hands out free paper sample books - just to try to grap some attention or get into some conversation with their customers. Causing close to none public or individual interest.

The Strategy

To tell the story of a paper like no other, we created a brand experience like no other. And we told it - by a brand like no other: 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 committing a design sacrilege: we convinced Leica to replace it's iconic leather banderole by it's packaging material. A simple idea turned a luxury brand into an ambassador of a low interest product.