BtoB's Best - Integrated Campaign (less than $200,000): Arjowiggins Graphic

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Arjowiggins Graphic Agency: BBC Creativity, Kontich, Belgium Campaign: “Make the Switch” Launch date: January 2012 Creative credits: Managing partner: Jordan Audenaert; account specialist: Rene Marien; copywriter: Tom Melis; art director: Stephanie Fraikin; interactive art director: Kristophe Swaans Why we liked it: Marketing in the digital era (much like life in the digital era) can be dizzyingly fast and complicated. Amid the chaos, recycled papermaker Arjowiggins Graphic makes a simple, straightforward case for switching to its paper. Each piece of the awareness campaign finds clever ways to incorporate a visual of the paper itself, getting the company's decision-maker audience to stop and consider an everyday product that would be easy to overlook. Direct mail pieces include an envelope containing a paper airplane and a neatly packaged box housing a crumpled piece of paper. Online video uses a minimalist animated cartoon to convince viewers that recycled paper is the way to go, and an online calculator helps them determine how they can reduce their environmental impact by using recycled paper. The company proves that a thoughtful, restrained approach to marketing is a concept worth recycling.
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