Every year in June, the Cannes Advertising Festival celebrates and honours compelling creativity. We selected some remarkable cases that use paper in a very original and effective way. Want to be inspired? Then take a look.

1. Paper wins!
Top paper design cases from the Cannes
International Advertising Festival 2013
Cases:
Back to vinyl
Art By A Chance
Liberation Wrapper
Amplifier
Stafidenios Raisins
The Tea Calendar
Reflection of Music
Watch Me Steal From You

2. Paper wins!
Top paper design cases from Cannes
Back to vinyl Gold Lion
The campaign
To promote the new Boris Dlugosch track to the advertising industry, dance label Kontor sent them what DJ’s
use: a vinyl record. But how should the creative directors play it? So the advertising agency included a paper
record player that was part of the mailing itself: the Office Turntable.
Value added by paper
With a special smartphone device, this tool combined both analog and digital fun. And a paper mailing
became a fully operational record player! The results? 73% of the Office Turntabels were activated and
42% of the creative directors accessed kontor.de
Watch the case

3. Paper wins!
Top paper design cases from Cannes
Art By A Chance Shortlist
The campaign
Bonniers Konsthall, an art gallery in Stockholm, had to reach a rather “niche” audience for its exhibition
“Slight Chance”. As the name already says, the exhibition focused on chance, luck and random coincidence.
So they thought, why not let fate decide who gets invited?
Value added by paper
The invitation was sent by direct mail and had a 20% response rate. And what was rather original for a
“direct” mail: there was no address on the envelope! The postmen were asked to drop it in a random
mailboxes on their rounds. A very creative approach, which was possible thanks to the cooperation of the
Swedish Postal Office. It became a topic of discussion, and the campaign was picked up by the newspapers.
More info at canneslions.com

4. Paper wins!
Top paper design cases from Cannes
Liberation Wrapper Silver Lion
The campaign
Freshness Burger in Japan had a major challenge: to liberate women from “The Spell of Ochobo”.
Perhaps this needs some explanation. You may not be aware of this, but for Japanese women, it is
considered inappropriate to widely open their mouth in public. So, they weren’t very eager to order
the large Classic Burgers of the restaurant.
Value added by paper
The solution was brought to Japanese women in the form of a Liberation Wrapper: a paper napkin in
which the burger was served, and that covered the lower part of their face with a “printed face” while
eating. The results? Sales went 21.3% up… and a simple piece of paper had beaten cultural prejudice!
Watch the case

5. Paper wins!
Top paper design cases from Cannes
Amplifier Bronze Lion
The campaign
To promote Coca-Cola in Brazil, a print-out of the most popular youth magazine was made. People could roll
up the magazine, put their phone in and … enjoy the music!
Value added by paper
For a most innovating campaign, Coca-Cola used … a paper magazine! Combined with the latest
technology, it offered the target audience an experience they would never forget.
Watch the case

6. Paper wins!
Top paper design cases from Cannes
Stafidenios Raisins Shortlist
The campaign
In order to boost sales, Stafidenios Raisins gave the packaging of its product an extra function.
As their raisins are mainly meant for kids, art work and structural design for 10 different paper toys
were developed. A small-size package was designed that could fit in a kid’s hand.
Value added by paper
The paper used was carefully selected and became the packaging, and the packaging became a toy!
And because no glue or scissors were needed, the assembly of the toy was really, uh, child’s play. The
success of the product is growing by the day.
More info at canneslions.com

7. Paper wins!
Top paper design cases from Cannes
The Tea Calendar Gold Lion
The campaign
Haelssen & Lyon has quite some competition on the international tea market. They combined the oldest drink
in the world with the oldest print medium: a calendar. Next, they made printed calendar sheets from tea
leaves: just pour water on it, and you have a cup of tea!
Value added by paper
Haelssen & Lyon showed that there is no such thing as old-fashioned media or drinks. They went to
extensive research and produced a paper made out of tea leaves that could be printed on. The result:
an innovative campaign underlining the innovative spirit of the famous tea maker. And what’s more:
a response rate of 50%!
Watch the case

8. Paper wins!
Top paper design cases from Cannes
Reflection of Music Shortlist
The campaign
“Coke Studio” by Coca-Cola India brought together some never before seen singers in order to promote the
brand with the country’s youth. Part of the campaign was a print ad in Rolling Stone Magazine. “A print ad?”
you say?
Value added by paper
Yes, but get this. A can of Coke was included with the magazine. Readers were asked to put the can in the
centre of the ad. Then, a music chip was activated and they could listen to a song by Usha Uthup. And in the
can, the artwork of the ad was reflected, showing a portrait of the singer. What better way to show the
possibilities of integrating paper in a creative campaign?
Watch the case

9. Paper wins!
Top paper design cases from Cannes
Watch Me Steal From You Shortlist
The campaign
SOVIP faced two problems. 1: how to sell security cameras to companies that already have security
cameras, guards and alarms? And 2: how to do this with a very small budget? The creative concept brought
good news on the budget side first: the campaign would turn out to be a real steal...
Value added by paper
The plan: let’s steal some stuff from our prospects! SOVIP sent a thief and someone with a hidden camera to
companies. The film, together with the stolen object and a brochure were later sent by mail. The result: sales
went up with 29.5%. How the content of a direct mail makes all the difference...
More info at canneslions.com