This Social Experiment Points Out the Power of Paper in the Digital Age

In this fast-paced world, the digital lifestyle is on the rise, particularly amongst the younger generation, which has a deep connection to the internet and digital devices. They communicate via mobile phone. Record and take notes via their tablets, and they search for information online. 

Despite this, paper consumption continues to grow globally with the shift to paper-based products such as environmentally friendly brown packaging. However,  the rising adoption of digital products could threaten the business growth of Thailand’s leading papermaker, Double A. The branding challenge of a minimal emotional connection to Gen Zers is an additional issue that also needs to be addressed.

To bridge the gap, Grey Thailand designed an experiential campaign for Double A to create and foster a stronger bond with gen z'ers and get a closer relationship with the general public. 

Double A’s Better Paper, Better World campaign showcases the transformative power of paper that can make the world a better place. 

Paper can make people feel connected, carrying a wealth of emotions. Thanks to this, Double A brought a powerful yet overlooked role of paper to address Gen Zers’ tensions - high levels of stress and anxiety. 

Mental health is a rising concern among gen z'ers caused by the ‘pressure to succeed’ culture, economic downturns and political uncertainties, often leaving them struggling to survive. They are growing up in a time of turbulence and instability - war, conflicts, and climate change.

To spark public conversation and trigger real-life experiences with physical paper, support was given by revealing positive messages through digital out-of-home media across primary commuter paths in Bangkok to cheer them up and heal their soul. The messages were crafted contextually to make them feel relatable and trigger their curiosity. 

For example, ‘difficult roads often lead to beautiful destinations’ was strategically put on a high street banner. ‘Life is full of ups and downs’ was designed to grab their attention while descending the stairs. 

“To win customer’s hearts today, brand experience and emotional bonding are key to success. In this case, it showed how contextual advertising created famously effective work through the seamless collaboration between our creative and media planning teams,” said Sompat Trisdikun, CCO of Grey Thailand.

The online film was produced to underscore the transformative power of paper in a digital world with a social experiment approach. In addition, many positive messages on a physical paper were handed out to individuals in different locations with a high footfall.