Neenah Paper Design & Branding MANIMAL by Y&R Dubai

MANIMAL

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Industry Stationery
Media Design & Branding
Market United Arab Emirates
Agency Y&R Dubai
Producer Amin Soltani
Illustrator Kristy Ligones
Released February 2012

Credits & Description

Category: Posters
Advertiser: PAPERS WORLDWIDE
Product/Service: NEENAH PAPERS
Agency: Y&R DUBAI
Chief Creative Officer/Creative Director/Copywriter/Designer: Shahir Zag (Y&R Dubai)
Creative Director/Art Director/Designer: Kalpesh Patankar (Y&R Dubai)
Illustrator: Kristy Ligones (Y&R Dubai)
Chief Executive Officer: Ashita Judge (Papers Worldwide)
Producer: Amin Soltani (Y&R Dubai)
Media placement: Posters - Mail, DM, Posters - 01 February 2012

Describe the brief from the client
To create a campaign for Neenah Paper’s line of eco-friendly paper that also speaks of their commitment to sustainable forestry that maintains the health of the ecosystems, the ecological functions and the integrity of the forest.

Describe the challenges and key objectives
The challenge was to overcome the perception that paper companies are the main cause of deforestation and environmental destruction, and the catalyst for the extinction of endangered animals. The objective was to show that Neenah Paper, the most eco-friendly paper company, cares about the well-being of the planet. After all, it is our shared responsibility to save the planet.

Describe how you arrived at the final design
To communicate the message ‘We are all in it together’, we created a series of Manimals with the skeletal anatomy of endangered animals and the skull of a human being. To reinforce Neenah Paper’s commitment to the environment, we didn’t use any new paper for this campaign. Instead we printed the posters on used shopping bags, old posters, cartons, wrapping papers and newspapers.

Give some indication of how successful the outcome was in the market
The posters were distributed at the Paper Fair in Dubai and mailed to all the printers and ad agencies in town.
The campaign reminded people about the importance of saving paper - to save our forests and the animals living in them. It also helped spread environmental awareness in the UAE.
Neenah Paper got more than 75 requests for the designer posters and we saw an increase in demand for the eco-friendly line of paper from agencies and print production houses.