PULPLABS by Garbergs Annonsbyra for SÖDRA CELL

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PULPLABS

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Industry Stationery, Business equipment & services
Media Print, Magazine & Newspaper
Market Sweden
Agency Garbergs Annonsbyra
Creative Director Petter Odeen
Art Director Karin Ahlgren
Copywriter Nina Åkestam
Released April 2009

Credits & Description

Category: Business Products & Services
Advertiser: SÖDRA CELL
Product/Service: PAPERPULP
Agency: GARBERGS REKLAMBYRÅ
Date of First Appearance: Apr 20 2009 12:00AM
Entrant Company: GARBERGS REKLAMBYRÅ, Stockholm, SWEDEN
Entry URL: http://www.webcollection.se/cannes2010/sodra/business/
Digital Director: Carl Bock (Garbergs)
Creative Director: Petter Ödeen (Garbergs)
Art Director: Karin Ahlgren (Garbergs)
Copywriter: Nina Åkestam (Garbergs)
Account Manager: Cilla Beckeström (Garbergs)
Account Director: Jan Lindfors (Garbergs)
Graphic Design: Beatrice Sztanska (Garbergs)
Strategy: Martin Gumpert (Garbergs)
Web Production: Public Class (Public Class)

English Synopsis
Problem: In 2009, the pulp industry suffered from diminishing margins. Pulp was percieved as a generic and old fashioned material. In order to break the trend, we needed to do something drastic. Something that would catch the eye of potential clients in new industries, as well as the public. Solution: We created Sodra Pulp Labs, where we don’t talk about what paper is, but what it will be. Inspired by the car industry, we opened up Södras research department to the public. We created an interactive research platform where anyone can get involved in the different projects we are working on. Results: Pulp Labs isn’t a campaign, so much as a ongoing communicative strategy. To date the activities have resulted in some 20 000 on-line contacts, over 100 editorial articles world wide and a new business area for Södra.