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Bringing Paper and Packaging to Life

By Joan Sahlgren

April 2, 2018


On February 14, the “Paper & Packaging – How Life Unfolds®” campaign revealed two new animated characters to further strengthen the consumer connection established by the campaign over the past three years. These new industry brand ambassadors are a springboard for inspiring creativity, connection, and achievement—qualities consumers around the world appreciate when using paper and paper-based packaging products.

“Paper and packaging products are prevalent in our lives, and it was our goal to create highly relatable characters to represent the vital roles that paper and packaging play for each and every one of us,” shares Mary Anne Hansan, president of the Paper and Packaging Board. “We launched the “Paper & Packaging – How Life Unfolds®” campaign in 2015, and we are thrilled to introduce these new characters to help consumers nationwide recognize and remember the value of paper in their everyday lives.”

When the campaign launched in 2015, the print and TV advertising used a visually and emotionally rich storytelling approach to highlight the importance of paper and packaging in daily life. The widely viewed “Letters to Dad” commercial became the most popular and iconic commercial in the campaign. Following that success, campaign research showed that while the campaign was memorable and emotional, brand awareness of the paper and packaging it represented was a little lower among consumers than predicted. Further research revealed that featuring paper and packaging as the heroes of a story could maximize consumer recall of the message and help increase brand recognition. Many characters were tested to find animations that could best represent the core values that people appreciate when they use and choose our industry’s products.

“We literally brought paper and packaging to life as animated characters to highlight paper’s timeless power and relevance in our increasingly digital world,” said Todd Stone, group creative director at Cramer-Krasselt, the advertising agency that created the campaign. “Paper remains one of the most effective ways to learn, communicate, and share ideas. And nothing keeps the items you care about safe during transit better than corrugated packaging.”

The characters are presented in photo-​realistic scenarios, such as in a library, an orchard, on a graduation stage, and next to an award show podium and will be able to interact with a wide variety of industry products in stories that appear in commercials and in print.

Consumers will see the new animated characters on TV, in magazines such as US Weekly, Forbes, Delta Sky, ESPN, HGTV Magazine, and Parents, via digital ads on platforms such as Hulu, and across more digital and social media channels. To learn more about the 2018 campaign, visit

width=150Joan Sahlgren is senior director of public relations at the Paper and Packaging Board. She can be reached at