A marketing campaign to encourage businesses and designers to use recycled paper. For this project, rather than simply relaying benefits and facts, we turned up the good vibes using the strapline ‘It Feels Good’ to present a series of truisms about choosing recycled paper. We made our positive messages shareable through social media, posters and badges with which people could ‘show their colours’. Ultimately we wanted to motivate as many people as possible to use recycled paper – because ‘it feels good to do the right thing’.
The campaign consisted of three printed mailers, each with a series of illustrations to communicate different messages, as well as an eMarketing campaign to support the direct mail.