Arjowiggins Design & Branding A CURIOUS STORY

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Industry Business equipment & services, Corporate Image
Media Design & Branding
Market France
Released June 2009

Credits & Description

Category: Publications
Date of First Appearance: Jun 1 2009 12:00AM
Entrant Company: REFLEXPARIS, Paris, FRANCE
Entry URL:
Chief Executive Officer: Luc Besnier (Reflexparis)
Creative Director: Nicolas Champion (Reflexparis)
Art Director: Frédéric Teysseire (Reflexparis)
Copywriter: Raphaël Carrand (Reflexparis)
Account Director: Yann Hirsch (Reflexparis)
Account Manager: Anne Rakocevic (Reflexparis)
Strategic Planner: Enguerran Barreau (Reflexparis)
Fabrication Director: Miguel Hyacinthe (Reflexparis)
Photographer: Grégoire Alexandre
Set Designer: Hervé Sauvage
Media placement: Brochure - 10 000 Brochures Sent To The Targets Around The World - 06 June 2009

Describe the challenges and key objectives
A Curious idea: We wanted to express the range’s creative potential. We got the idea to revive the great tradition of storytelling. After all, a sheet of paper is always the beginning of a new story... Freely based on classics, such as the Petit Prince, The Wizard of Oz or Little Nemo, we created a contemporary tale, and invited the reader to dive into a world of fantasy made of paper. Moving from planet to planet, from scene to scene, we explore the papers’ technical and creative possibilities.

Describe the brief from the client
A Curious background: Curious Collection is a range of creative papers, developed by Arjowiggins Creative Papers. Gathering avant-garde papers, Curious Collection is a technological and creative showcase for the brand. This range has quickly made a name among art directors, graphic designers, production managers and printers. Therefore the complete overhaul of this range was a major event. Arjowiggins wanted for this launch a communication campaign matching the papers’ creative possibilities.

Describe how you arrived at the final design
A Curious Design: To create this world, the photographer would be essential. We needed a graphic universe in harmony with the dimension of the fantastic tale, in which paper takes a central place. Each photo was a new step of this journey to the heart of creation. Including many advanced techniques, the leaflet had required the intervention of several printers and craftmen, throughout France. But we are not limited to editing tools. Website, «Curious» font and paper toys for download, augmented reality... New media and paper were complementary and were part of the same adventure.

Give some indication of how successful the outcome was in the market
About the impact of this campaign... To promote the trendy colors of the new Curious Collection, Arjowiggins presents Curious Story. A superb photo shoot, to see in images and videos. Waauuhh ! This morning, I found this incredible project from Arjowiggins. This international paper company decided to celebrate the launch of it’s new paper range, 'Curious Collection'. Creatinginventing... Unfurling a new story, where Reality mingles with our dreams. Imagining a new world, One where anything can be, where Unexpectedly, a line comes to life Surfing off the paper under our amazed gaze.