Cannes Lions

I'M A PAPER BAG

PONTODESIGN - AGENCIA DE DESIGN E COMUNICAÇÃO, Curitiba / CORGRAF GROUP / 2013

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Overview

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Credits

Overview

Description

We faced some challenges because two key objectives – to show how good the print shop is and to be 100% sustainable - are on opposite sides of the same coin.

Usually print shops use in their self-promotional pieces a lot of special finishing such as lamination with plastic films or a different UV varnish but we could not do that. To be 100% eco-friendly even the amount of glue and the paper left overs have to be controlled.

We also had to communicate with it the certification to the clients. This was also complicated because in Brazil people are not aware of FSC.

Execution

The bags carry the message: Corgraf respects the environment, promotes sustainability and wants you to reflect about the things that are truly eco-friendly.

To reinforce the sustainability concept three materials that can be very harmful to the environment when not used properly were selected to be mimetic, vinyl, plastic and leather.

To be suitable to different audiences we worked in different styles. The leather one is a classic women's purse style. The vinyl one has a vintage style while the pink has a trendy teen look. The message is the same: I’m a paper bag and I’m truly sustainable.

Outcome

The results were amazing and the set “I’m a paper bag” is a major success among clients and media with huge coverage in blogs, magazines, radios and newspapers.

Research conducted two months after show that 88% of the clients knew about the FSC certification. The bags also won many awards and gave a visibility that Corgraf had never had.

The strategy of working different designs allow them to show their capabilities in different techniques such as 8 color printing in the red one, the use of metallic color in the blue and neon color in the pink one.