To help launch Sappi’s most environmentally responsible paper, featuring 30% postconsumer waste, VSA created a promotion where the beauty of the paper was revealed through an equally beautiful environmental story.
Chad Pregracke, founder of Living Lands and Waters, has spent the last 10 years cleaning up our country’s major rivers and watersheds. Chad’s determination to do the right thing perfectly mirrored Sappi’s passion to continue to create an environmentally superior paper. So the story of Lustro Offset Environmental (LOE) was married with the story of Living Lands and Waters. Aside from promoting LOE, the piece also promoted Sappi’s commitment to pushing the environmental envelope without sacrificing quality. A portion of the profits from sales of LOE was donated to Living Lands and Waters and Sappi continues to support the organization through donations to this day.