Cannes Lions

POLLEN PAPER

SANTA CLARA, Sao Paulo / SUZANO PAPEL E CELULOSE / 2011

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Overview

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Credits

Overview

Description

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

Execution

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.

Outcome

With the Brazilian Twitterature Classics, a point of purchase material became a desired product and was news in magazines, TV channels and internet portals throughout the country. More than that, the collection stimulated noticing an element normally ignored by the general audience, even inside bookstores: the paper. The first edition was sold out almost instantly. Testing and paying attention to the paper increased sales for all editors that published books in Suzano's Pollen Paper. And all the profits the collection's sales made were donated to a NGO that encourages reading.

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