Paper is part of the office team
The Zurich-based agency Noise creates advertising campaigns in 22 European countries on behalf of Papyrus.
Papyrus is one of Europe's leading paper wholesalers. Headquartered in Mölndal near Gothenburg, Sweden, the Group is currently harmonizing its international product range. As part of this realignment, Papyrus is focusing on a small number of strong brands. One of these is Plano. The Plano business paper range is intended for business customers and is already well established in some countries. Plano is new for other countries. However, this brand is considered to be the strongest within the Group. For this reason, other local subsidiaries are now concentrating all their efforts on Plano. This brand was previously available in Germany, Switzerland and some Eastern European countries and has a strong market position in each of these markets.
The Zurich agency Noise has realized its first work in the paper industry for the Swiss brand Sihl Eika. With the concentration in the European paper market, Noise was also "taken" across national borders to Germany with this job. This has now resulted in the mandate for Papyrus.
High affinity for sport
The communication builds on the existing brand heritage, which is entirely focused on sport. A different sport appears on each Plano pack and together they form a team. The reason for the continuation of this successful concept lies in the high level of acceptance in the existing Plano countries. Customers here often ordered the "Plano with the footballer". And not ordered according to the official name Plano Universal. "The fundamentally positive and cross-national approach to the topic of sport also spoke in favor of continuing the idea," explains concept developer Martin Rüegg at Noise.
Accordingly, Noise's brief was to update the Plano brand with a focus on the existing core theme of sport and the positioning "The business paper by team players for team players". This brand world had to be implemented in the advertising material for the relaunch in the existing countries. Acceptance for the new brand also had to be created in the new countries.
Noise "gladly accepted this assignment and gave Plano a new and internationally compatible face," explains project manager Christian Frey. Packaging was created that stands out from the competition with a modern visual style and clean graphics, without breaking with the past. In print, the key visuals show classic office scenes in which all the protagonists are played by one and the same sportsman. The performance is underlined by the claim "Plano - Made to perform". In the area of give-aways, high-quality football balls were produced to be handed out to potential customers during sales talks. A commercial was produced with director Siro Micheroli and Gregor Fitz from Noise.
Cloud images for high-end customers
Noise also realized a campaign for Papyrus for the Sky copying and printing paper. This is aimed at specialist retailers in 19 European countries. Papyrus has made the strategic decision to sell the high-quality Sky only through specialist retailers. This means that the paper shops are less affected by the aggressively priced wholesale trade. For Noise, the visual world was to strengthen the Sky brand and positioning and complete the presentation. The Zurich-based creative team found what they were looking for in the cloud images of American professor Richard E. Carlson. His passion is collecting cloud images that - perhaps only at second glance - take the form of real creatures or things.
Andreas Panzeri
The Zurich agency Noise has realized its first work in the paper industry for the Swiss brand Sihl Eika. With the concentration in the European paper market, Noise was also "taken" across national borders to Germany with this job. This has now resulted in the mandate for Papyrus.
High affinity for sport
The communication builds on the existing brand heritage, which is entirely focused on sport. A different sport appears on each Plano pack and together they form a team. The reason for the continuation of this successful concept lies in the high level of acceptance in the existing Plano countries. Customers here often ordered the "Plano with the footballer". And not ordered according to the official name Plano Universal. "The fundamentally positive and cross-national approach to the topic of sport also spoke in favor of continuing the idea," explains concept developer Martin Rüegg at Noise.
Accordingly, Noise's brief was to update the Plano brand with a focus on the existing core theme of sport and the positioning "The business paper by team players for team players". This brand world had to be implemented in the advertising material for the relaunch in the existing countries. Acceptance for the new brand also had to be created in the new countries.
Noise "gladly accepted this assignment and gave Plano a new and internationally compatible face," explains project manager Christian Frey. Packaging was created that stands out from the competition with a modern visual style and clean graphics, without breaking with the past. In print, the key visuals show classic office scenes in which all the protagonists are played by one and the same sportsman. The performance is underlined by the claim "Plano - Made to perform". In the area of give-aways, high-quality football balls were produced to be handed out to potential customers during sales talks. A commercial was produced with director Siro Micheroli and Gregor Fitz from Noise.
Cloud images for high-end customers
Noise also realized a campaign for Papyrus for the Sky copying and printing paper. This is aimed at specialist retailers in 19 European countries. Papyrus has made the strategic decision to sell the high-quality Sky only through specialist retailers. This means that the paper shops are less affected by the aggressively priced wholesale trade. For Noise, the visual world was to strengthen the Sky brand and positioning and complete the presentation. The Zurich-based creative team found what they were looking for in the cloud images of American professor Richard E. Carlson. His passion is collecting cloud images that - perhaps only at second glance - take the form of real creatures or things.
Andreas Panzeri
