Condat Design & Branding PAPER CAMERA by Publicis Madrid

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PAPER CAMERA

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Industry Stationery
Media Design & Branding
Market Spain
Agency Publicis Madrid
Creative Director Javier Ferrera
Art Director Alicia Sánchez Rivas, Yohana Camargo
Copywriter Maria Caeiro
Producer Maribel Munoz, James Iglesias
Account Supervisor Luisa Soto, Eli Coll
Released October 2011

Credits & Description

Category: Promotional Item Design
Advertiser: GRUPO LECTA
Product/Service: PAPER INDUSTRY
Agency: PUBLICIS COMUNICACIÓN ESPAÑA
General Creative Director: Alexandre Okada (Publicis)
Creative Director: Javier Ferrera (Publicis)
Creative Supervisor: Aurora Pintado (Publicis)
Copywriter: Maria Caeiro (Publicis)
Art Director: Alicia Sánchez Rivas (Publicis)
Art Director: Yohana Camargo (Publicis)
Producer: James Iglesias (Publicis)
Producer: Maribel Muñoz (Publicis)
Account Director: Mercedes Othon (Publicis)
Account Director: Carlos Thompson (Publicis)
Account Supervisor: Eli Coll (Publicis)
Account Supervisor: Luisa Soto (Publicis)
Artist: Jennifer Collier (Publicis)
Media placement: Direct Mailing - 1500 Mailings Distributed To Small Businesses - 30 April 2012 - 30 June 2012

Describe the brief from the client
Increase the quality perception, and surprise a target group formed of photographers, designers, communication agencies, publishers and big advertisers, with a delivery that could work as a reminder piece.

Describe the challenges and key objectives
The goal was to create mailing that transmitted Condat’s paper quality, and that generated interest in an expert public with knowledge of the real possibilities of paper, that value creativity and the presentation of new options.
In addition to this, it was necessary that this delivery referred to the 2012 campaign formed of paper sculptures by Jennifer Collier. Of course, the delivery had to be done by ordinary post.

Describe how you arrived at the final design
A mailing was designed to be able to fit into very small spaces, and could be assembled by the addressee, increasing the interaction.
We set up a paper camera in a small box. Opening it, the addressee discovered the original campaign and an explanatory sheet. Underneath there was a camera made up of 5 A5 sheets, along with the instructions. All produced with Condat paper.
Handling and sticking the pieces together, you get a paper camera; final looking like the perfect graphic and can take photographs, closing the creative cycle started with the paper sculptures.

Give some indication of how successful the outcome was in the market
The initial response was surprise for most of the cases, followed by a long interaction with the piece. An immediate connection with the target group was made.