Sodra Cell Design & Branding THE NOT ANGRY NOTE BOOK. by Garbergs Annonsbyra

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Industry Stationery
Media Design & Branding
Market Sweden
Agency Garbergs Annonsbyra
Creative Director Petter Odeen
Art Director Erik Dagnell
Copywriter Johanna Reis
Account Supervisor Jan Lindforss
Released March 2012

Credits & Description

Category: Books
Advertiser: SÖDRA
Product/Service: PAPER PULP
Translator: Rewriters (Rewriters)
Creative Director: Petter Ödeen (Garbergs)
Art Director: Erik Dagnell (Garbergs)
Copywriter: Johanna Reis (Garbergs)
Graphic Design: Jonas Bäckman (Garbergs)
Account Supervisor: Jan Lindforss (Garbergs)
Account Manager: Elisabeth Philipson (Garbergs)
Original: Jessica Carenfelt (Garbergs)
Repro: bt repro (bt repro)
Print: Fälth & Hässler (Fälth & Hässler)
Print: Elanders (Elanders)
Media placement: The Not Angry Note Book - The Book Was Sent To Södras Cell´s Clints All Over The World - 26 Mars 2012

Describe the brief from the client
Södra produces raw paper material. They wanted to strengthen the bond with their clients; companies that make paper products, and let them know that Södra believes in a better world – thanks to paper.

Describe the challenges and key objectives
Södras vision is to help make the world a little better, by offering a range of environmental friendly paper for all kinds of products.
We wanted to embody that vision in an interesting and playful way. At the same time, we wanted to show a range of several different types of paper from Södras product portfolio.

Describe how you arrived at the final design
We made the book ‘With love’. It addresses one of the world’s most famous paper phenomena – angry notes. Only we’ve turned them into happy, funny and loving notes instead. The entire book is made out of Södra’s environmentally friendly paper. It displays samples of 10 different types of paper from Södra’s product portfolio. All the pages are perforated, encouraging the reader to rip the notes out and actually use them. As we say in the introduction to the book: let's use our paper to make the world a little better.

Give some indication of how successful the outcome was in the market
In 1999, Södra started communicating their love for paper through a yearly gift to their 400 most important customers. This book is part of that long-term relationship-building strategy, that has led to a rise from 58 to 77% in the consumers’ perception of Södra as a world leader in communications. In addition, the perception of Södra as a market leader rose from 53 to 70% in the same period, despite the fact that Södras prices have remained high, in an industry that is normally characterised by price pressure.