Comedian and Actress Retta Wants You to Choose Paper

Paper is misunderstood - believed to create waste and hurt forests. When in reality, it’s sustainable and has a positive impact on the environment. Why? Because paper comes from a renewable resource and can be recycled. 'Go Papertarian' is a new, integrated campaign from The Paper & Packaging Board that counters misconceptions around paper head-on and cuts through the common tropes surrounding sustainability - concepted and brought to life by their long-time partner, Manifest, the award-winning content experience agency. 

At the centre of the campaign are four 30 second TV spots featuring the first official 'papertarian' - stand-up comedian and actress, Retta. An unexpected choice for a sustainability spokesperson? Maybe. But throughout the campaign, Retta demonstrates how Papertarians don’t necessarily have to be eco-warriors. In each new spot, she breaks down what it means to live a “paper-based lifestyle” - from the grocery aisle to recycling do’s and don’ts - is all about making decisions, both big and small, that have a positive impact on the planet. 

In addition to linear and connected TV, the campaign includes print, paid audio, digital and social elements - including display, online video, online editorial and native ads - that will aim to drive consumers to a new digital experience featuring long-form articles to help educate consumers and offer a chance to test their knowledge.

“Our mission this year was to focus on smarter consumption, and we know we needed an idea that consumers could rally behind. Something that challenged the misconceptions around paper and empowered people to choose and use it, and feel good about that choice,” said Mary Anne Hansan, president of Paper & packaging Board. “That’s Papertarian. It says it all in one word. When Manifest shared the idea, we understood immediately how powerful it could be before we even saw the executions.” 

Sacha Reeb, Manifest’s chief creative officer, said: "True behaviour change isn’t the result of any one TV spot or social post–it’s the result of taking action. So rather than pitch the Papertarian as a body of work, we proposed an idea that empowers people to feel good about paper.”