How do you promote the virtues of white paper, a material that is around 2,200 years old? The assumption might be that it has no more stories to tell, but James Cropper, one of the world’s most renowned paper manufacturers put their faith in a new idea to sell their Porcelain range of pure, white papers. ‘Redefining Paper’ let the paper do the talking and eight hand-picked creatives working in the UK were engaged, sent ten sheets of paper and asked to let their imagination and skills lead them to a brilliant solution.
Six months later and the results were in. A wall clock, a jewellery collection and a remarkable, modular architectural sculpture all emerged from the project, leading to international coverage in target online, creative and print media including Creative Review, Design Week, Creative Bloq, Print Week and more. A remarkable journey with outstanding results in respect of coverage volume and message delivery.
