STORA ENSO RECREATE PACKAGING 2016
| Title | STORA ENSO RECREATE PACKAGING 2016 |
| Brand | STORA ENSO |
| Product/Service | PAPER PACKAGING CREATIVITY FESTIVAL |
| Category |
E04. Other Packaging |
|
Entrant
|
RIVER Stockholm, SWEDEN
|
|
Idea Creation
|
RIVER Stockholm, SWEDEN
|
|
Idea Creation 2
|
BEA SZENFELD Stockholm, SWEDEN
|
Credits
| Bea Szenfeld |
Bea Szenfeld AB |
Creative Director |
| Robin Grahn |
Bea Szenfeld AB |
Art Director |
| Attributverket |
Attributverket |
Production |
| Helena Johansson |
River |
Account Director |
| Jessica Stiller |
River |
Account Manager |
| Zeke Tastas |
River |
Creative Director/Partner |
| Cameron Thorne |
River |
Art Director |
The Campaign
The Recreate Packaging competition rewards creativity and craftsmanship and understanding paper as a material.
The idea was to celebrate the creative process, the rejected ideas that lead up to
the winning one, using Stora Enso papers.
It is dramatized by the left over pieces from sharpening your pencil, a playful and
visually interesting way of “leading by example”.
Creative Execution
The awards were designed by fashion icon Bea Szenfeld, known for her creative paper haute couture creations. They were manually created and mimicked the residues of the creative process, symbolized by large versions of what's left from sharpening a pencil.
Using the featured paper products it showcased the product's versatility. The same paper was included in the entry kit and part of the brief to the entrants.
Indication of how successful the outcome was in the market
+33% increased amount of entries to competition
+229% higher reach than KPI objective
+1222% increased amount of fans on Facebook page
Brand relevance: Positioning Stora Enso as a premium paper partner for the creative industry.
Choice of campaign elements: The trophies were produced for first prize (gold), second prize (silver), third prize (bronze), public choice award (black) and honorary mention (white).
Target audience: Design professionals and agencies, design students and schools, design magazines and blogs.
Approach: Making sure that the trophies for the Recreate Packaging competition became desirable and talk worthy.