“Paper—Part of Everyday” is a campaign created by the Australian Paper Industry Association to promote paper as a carbon bank and renewable resource.
The campaign supported a strategy to influence environment policy and worked to prevent greenwashing against the Australian Paper Industry.
We created the campaign name, brand, website and found ways to articulate their message. The brand taps into the inherent romance, nostalgia and tactility of printed objects.
We collected beautiful pieces of paper, arranged them on a table, photographed it, then converted it to a real working website. This is a brand about paper, made from paper, for people who care about paper.
They achieved their goals, ruffled some feathers, and went into talks with one of the big four banks about anti paper-industry greenwashing.