PAPER PROMOTIONS: Creative Condolences From CTI

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Our Deepest Sympathies
Our Deepest Sympathies
CTI Paper USA's limited-edition promotion, "Our Deepest Sympathies for the Death of Your Creativity," comes in a burial-ready wooden box accompanied by a pack of tissues featuring a picture of a toe-tagged corpse, and a booklet with a shot of a cemetery on the cover. But it's actually kind of upbeat in its wry look at the travails of creatives, featuring five fictional designers and art directors who, in the face of dire obstacles to their creativity, are saved by the duly showcased CTI Aspire Petallics, Currency and Glama Natural lines. Produced in collaboration with Chicago's At Last Marketing, "Our aim was to create a paper book that establishes emotional relevance with our audience," says copywriter Shachar Meron, who worked with art director Rebecca Bates. "Something that really captures how an art director feels when a client slowly kills a creative idea; or when a budget shrinks but expectations stay the same; or when an unappreciative superior leaves a designer hanging when help is most needed." In addition, CTI invites creatives to tell their own stories of creative death and resurrection at Qualifying entries win a limited-edition T-shirt, and if CTI's papers played a role, a Six Feet Under DVD is the prize. Some samples from the booklet are seen here.
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