A bold promotional campaign showcasing our new environmental champion, Impact 100% recycled.
The creative team of Thursday Design in Sydney were chosen to bring this bold paper to life. The brief was to create a robust personality and not become another clichéd environmental paper promotion. The ‘Impact’ promotion needed to stand alone but still be taken as a serious contender, in the growing environmental paper market.
The concept for the campaign was conceived after exploring words and phases which linked ‘Impact’ (and the papers environmental attributes) to the sport of boxing, for example, fighting for what you believe in / challenges faced / raw / standing for something / guard / light-weight through to heavy-weight / protect / undisputed champion.
A photographer, Lee Valentine – was commissioned to document a dedicated young boxer preparing for his next professional fight. Hundreds of images were captured from the torturous training program in Western Sydney. Stunning images were taken of the boxers sparring in temperatures regularly climbing over 40°c in the gym.
The shoot climaxed after five weeks of training, when the young fighter in his sixth professional fight -successfully knocked out his opponent in under three rounds. The result provided the campaign with a visually striking conclusion.
A 32 page photographic essay was offset printed, using five colours on four weights of Impact, including a large silver foiled 120gsm dust-jacket. The oversized proportion (240mm x 340mm) of the brochure enables the images to have maximum visual impact on the page, demonstrating the stocks superb ink holding qualities.
The over-riding aim of the project was to promote the use of sustainable paper options and to show that recycled and carbon neutral papers can still deliver exceptional print results.
Impact is made from 100% post consumer waste and is a carbon neutral product to K.W.Doggett Fine Paper warehouses nationally.
To receive your copy of the Impact paper sampler, please contact your nearest Sample Department.