Page, the paper character, shows how paper helps us learn, be productive and achieve more in our daily lives. Casey, the packaging character, demonstrates how packaging delivers goods safely to our doorsteps, stores and businesses. The How Life Unfolds campaign is designed to increase consumer appreciation for paper and packaging and encourage consumer behavior.
“Paper and packaging products are prevalent in our lives. 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,” says 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.”
Bringing Page and Casey to Life
The new characters were created by Milwaukee–based agency Cramer-Krasselt to help emphasize the unsung heroes of everyday life with engaging, instantly recognizable brand ambassadors.
“We literally brought paper and packaging to life as animated characters to highlight paper’s timeless power and relevance in our increasingly digital world,” says Todd Stone, group creative director at Cramer-Krasselt. “Through decades of technological innovation, 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.”
Consumers will meet the new brand ambassadors on cable TV; in magazines such Forbes, Delta Sky, ESPN, HGTV Magazine and Parents Magazine; and on the cover of US Weekly in a special double-cover issue. In addition, commercials will run on streaming services like Hulu and on other digital and social media channels.
Learn more about the 2018 campaign, and watch this commercial to meet the campaign’s new brand ambassadors. You can also see Page in action in this video.