Prism Papyrus Design & Branding GROWING TREES by DDB Mudra Group Mumbai

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GROWING TREES

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Industry Stationery
Media Design & Branding
Market India
Agency DDB Mudra Group Mumbai
Art Director Vinayak Gaikwad
Copywriter Prajato Guha Thakurta
Designer Oscar Díaz Goberna
Released November 2011

Credits & Description

Category: Posters
Advertiser: PRISM PAPYRUS
Product/Service: FEDRIGONI
Agency: DDB MUDRA GROUP
Creative Director: Prajato Guha Thakurta (DDB Mudra Group)
Copywriter: Prajato Guha Thakurta (DDB Mudra Group)
Creative Director: Vinayak Gaikwad (DDB Mudra Group)
Art Director: Vinayak Gaikwad (DDB Mudra Group)
Designer: Oscar Diaz (Oscar Diaz Studio)
Films Director: Shirsha Guha Thakurta (Little Lamb Films)
Director Of Photography: Surjodeep Ghosh (Little Lamb Films)
Editor/Photographer: Navin (Little Lamb Films)
Media placement: Posters - Corporate Offices, Printing Presses - November 16, 2011

Describe the brief from the client
Prism Papyrus, exclusive distributor for Fedrigoni, wanted an attention-grabbing idea to promote Fedrigoni's new range of recycled papers so that offices switch to this greener option and help save our trees. The target audience: corporate print buyers and sellers in Mumbai.

Describe the challenges and key objectives
Despite the demand for paper growing at an annual rate of 9% in India, the demand for Fedrigoni’s recycled papers was surprisingly low. The key objective was to come up with a high-impact idea that would create awareness about their product and subsequently increase sales.

Describe how you arrived at the final design
We designed a series of posters using an innovative technique based on the capillary action of ink on paper. As the ink started spreading, a tree started taking shape on each poster, quite literally growing in front of people's eyes. Through the visual impact of a tree coming to life, we brought alive the importance of using recycled paper.

Give some indication of how successful the outcome was in the market
After the campaign, awareness about Fedrigoni's recycled papers increased by 68% among the target audience. Within 6 months, 73 companies in Mumbai switched to Fedrigoni's recycled papers, placed orders for around 150 tons of paper and saved 2550 trees. Prism Papyrus now plans to launch this poster campaign in other Indian cities.