Paper is commonly seen as a boring commodity, so we set out to change this perception – by transforming the blank piece of paper into a platform for creative pursuits, filled with endless possibilities.

​

From Feb 2015 to Nov 2016, I was the key writer for the premium paper brand across its social media platforms, as well as for the pitch for its ATL rebranding exercise in mid-2016. I was also involved in conceptualising and script-writing for videos in the brand's tactical campaigns.

 

As part of the social initiative, we developed Facebook, Twitter, Instagram content and engagement to build a creative community. We also took the opportunity to promote the brand's commitment to environmental sustainability.

 

Agency: Carbon Interactive

CD: Carlo Victoriano

Art: Felicia Chia

Copy: Cassie Sim