Suzano Papel E Celulose Design & Branding BRAZILIAN TWITTERATURE CLASSICS by Santa Clara

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Industry Stationery
Media Design & Branding
Market Brazil
Agency Santa Clara
Creative Director Fernando Campos, Carlos Andre Eyer, Murilo Lico, Valdir Bianchi
Art Director Paulo Lemos
Copywriter Daniela Ribeiro
Released December 2010

Credits & Description

Category: Publications & Business Communications
Product/Service: POLLEN PAPER
Date of First Appearance: Dec 15 2010
Entrant Company: SANTA CLARA, São Paulo, BRAZIL
Creative Director: Carlos André Eyer (SANTA CLARA)
Creative Director: Fernando Campos (SANTA CLARA)
Creative Director: Murilo Lico (SANTA CLARA)
Copywriter: Daniela Ribeiro (SANTA CLARA)
Art Director: Paulo Lemos (SANTA CLARA)
Interactivity: Rodrigo Zannin (SANTA CLARA)
on line manager: Vinicius Melo (SANTA CLARA)
web production company: UMstudio (UMstudio)
Planner: Concilio Correa (SANTA CLARA)
account: Jainaina Luna/Fernanda Costa/Thibis Renellato (SANTA CLARA)
media: Remix Social Ideas (Remix Social Ideas)
Client / Marketing Director: Adriano Canela (Suzano Papel e Celulose)

Describe the brief from the client
The goal was to promote Suzano’s Pollen Paper, an off-white paper, easy on the eyes, and perfect for reading.

Describe the challenges and key objectives
How do you prove that, when it comes to reading, paper matters?
We needed to do that to increase recognition and to encourage choosing books published in Pollen Paper.

Describe how you arrived at the final design
Since we are mixing the experience of reading things on paper reading experience and the modern and trendy content from Twitter, going retro was sort of natural. But we still needed to draw attention in bookstores and over the web. So we went to unique pattern covers, reduced size and transformed the books into a real life collection. At the stores, they could be picked up, read, and even bought. A light and funny way of feeling the difference that the right paper makes. A proof that even the most unpretentious form of writing is donned with a literary flair when printed in Suzano’s Pollen Paper.

Give some indication of how successful the outcome was in the market
A mixed idea between point of purchase material and social media content became a desired product and was news in magazines, TV channels and internet portals throughout the country. More than that, the Brazilian Twitterature Classics collection stimulated the noticing of a feature normally ignored by the general audience, even inside bookstores: the paper.