This digital/print/film campaign features Second City Improv players demonstrating the trials and tribulations of what printers (a key audience for Sappi’s Flo Paper) encounter daily.
With the campaign, VSA illustrates how print, combined with highly engaging (funny!) digital content, delivers a powerfully effective result.
The effort also utilizes e-blasts linking printers to the videos on YouTube, QR codes on all printed collateral (taking smartphone users to the videos), and a commemorative Off Register book further showcasing the qualities of Sappi Flo paper and inviting printers to submit more stories from the pressroom floor.
Click here to watch “Luscious”
Check out The New York Times feature on this campaign (search Sappi), Jan 24, 2011.