SCA Packaging takes home the 2010 Pulp & Paper International Award for “Promotional Campaign of the Year” with Design Challenge.
ZN has been a partner of SCA Packaging on this project since it began in 2008. As part of the Challenge, students are invited to submit their own packaging designs and concepts – ranging from individual item packages to full solutions including point-of-sale materials – to SCA for judging by a panel of experts. Alongside a prize package, the winning entrants were given the opportunity to showcase their work to professionals and receive feedback, coaching and advice – as well as the opportunity to put their finished designs in front of the decision-makers responsible for commissioning finished products.
The most recent and award-winning challenge campaign revolved around the creation of a lean, smart packaging solution for an existing product that can be bought in retail. It created a synergy between SCA Innovation Centres, customers and design students. ZN was involved with every step of the concept, development and execution of the campaign, as well as subsequent promotion.
The jury commented: “This winning campaign has been described as outstanding and truly different by the judges – an entry which shows an out of the box approach to reach audiences that wouldn’t usually be tapped. Judges felt that the campaign reached beyond the paper industry, while generating excitement about a basic industry product. The images were striking and all channels were extremely well used.”
A summary of the campaign can be found at the SCA Packaging website.