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2017 One Show - Design

Artquarium

Agency Ogilvy Group Thailand / Bangkok

Client Papawin Co., Ltd.
BACK TO RESULTS

Annual ID

OS_DE17262M

About the Work

We want consumers to reassess their choice and quality of paper. Because they see no difference in paper quality, they spend money on unnecessary supplies to help their paper to last longer by coating the paper with plastic spray or enamel. The objective is to create product performance recognition of Hi-Jet as the paper of choice for use in indoor productions. The idea is to create an aquarium exhibition using actual aquarium elements such as, acrylic fish tank, several types of fish, rocks, and the water-resistant paper, and use Hi-Jet to mimic actual existing aquatic plants to communicate the product strength. The design was co-created with a paper-cut artist who, because of her fan base, adds credibility and spreads awareness. The campaign reaches the target consumers, both paper specialist and regular paper users, to educate the new understanding on Hi-Jet papers that they are water-resistant and high quality.