Go

Papertarian

The Go Papertarian Campaign, starring comedian and actress Retta, is designed to educate and create consumer behavioral change towards more sustainable and recyclable product packaging options.

Empower people to be sustainable by tweaking seemingly small everyday behaviors, like reaching for the eggs or milk packaged in a paper carton instead of plastic or styrofoam.

The Paper & Packaging approached Manifest with the ask: get people to choose paper. So we created a lifestyle built around this. By getting people thinking about the material's origin and recyclability of a product at the point of purchase when they have the most choice and control rather than the moment they dispose of it, they can do the most good. 

The campaign educates on the environmental benefits of using paper, a renewable resource. Choosing/using paper helps keep forests around, which provide habitats for animals, filters water and cleans the air. When people choose plastic, they are supporting more drilling for oil, not a renewable resource. Many oil-based products are rarely recycled (9%).

tv & online video

Choosing paper isn’t the lesser of 2 evils, it’s the better of 2 materials.

social

Our social campaigns continued the comedic approach that sought to educate visually and highlight the various opportunities out there to make the smart choice. We created assets that complimented our celebrity kick-off campaign. 

Year two of the campaign leaned more into playful ways to show how the paper-based lifestyle could even be the anecdote to the addictive digital world we often find ourselves in.

microsite

The TV and social assets directed our audience to a website where they could learn more about being a papertarian, other ways to live a paper-based lifestyle and why it matters so darn much. We created articles, quizzes and pledges to create various ways for people to engage.

The Results

What started out as a made-up word in a deck for social ideas blew up into a legit lifestyle choice that is now in the world lexicon. Just google papertarian. Across the country, people and influencers alike are using the word and the call-to-action to describe their choices to live a paper-based lifestyle and encourage others. We even changed the internet’s mind that using paper is bad. Now it’s on you, will you Go Papertarian?

My role:

creative direction concepting 
design
animation
prop making
set design

Campaign Deliverables:

4 TV & online vides
checklist guide 
social media assets
paid & earned media
10+ long form articles
content strategy
print

Company Credits:

Manifest creative team
Manifest editorial team
Manifest strategy team
Manifest data analytics