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Group745
Group745
Group745
Group745
Group745
Group745

The Paper Skin

05/05/2015
Advertising Agency
Hamburg, Germany
44
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Credits
Fedrigoni's "Constellation Jade" is a packaging paper with extraordinary material properties, surviving heavy abrasion, withstanding extreme temperatures and resisting aggressive liquids. To address these assets a sample book was designed in the guise of a posh Leica X2 packaging. But not just any Leica X2. A limited edition was created by committing a design sacrilege: Leica's iconic leather banderole was officially replaced with "Constellation Jade". A subtle design idea had turned a luxury brand into an ambassador for a low interest product, created enormous buzz amongst a design minded target, and finally, sold paper sample books for 3,900 EUR each.
About VMLY&R COMMERCE Germany

VMLY&R COMMERCE is WPP’s end-to-end Creative Commerce Company. It’s our promise that “Creative Commerce Converts” as we work to deliver creativity that inspires conversion in the moment – regardless of channel. We believe commerce is the next great canvas for creativity, driving both brand equity and commercial impact. By reinventing how we work – via our Connected Commerce Platform – we take a unified view of the purchase journey, to arrive at the most creatively engaging, culturally relevant commerce experiences. That can be anywhere life intersects with commerce – from physical stores to e-commerce, branded experiences to out-of-home, content to product packaging, social commerce to live streaming, voice and visual search to gaming, and more. We do this as part of a network of 13,000 specialists across 44 countries globally.

(NYSE: WPP) www.vmlyrcommerce.com