Osocio NL

Newspaper to New Paper

Posted by Meena Kadri | 16-06-2009 22:38 | Category: Consumerism, Design



image

Scooping up a D&AD Yellow Pencil in this months awards is the brilliant Newspaper to New Paper project from Dentsu, Tokyo. We applaud D&AD acknowledging the great worth of this humble project. Although it was responding to a brief from a commercial client project we think it qualifies as social advertising. Read the entry rationale to see why >>


image

BRIEF:
Design a package for a street vendor that sells farm-grown vegetables and fruits. The brief required somethig original, easy to use and low cost.

SOLUTION:
We focused on old newspaper used to wrap vegetables with. Newpaper was used for good reasons – for its moisture retention quality which helps keep vegetables fresh longer and for its reuse value. Under the “Newspaper for New Paper” project we utilised what was already there – the newspapers – and added an element of design that would be playful and make people smile… both those selling the vegetables and those buying them. By re-using old papers that would be thrown away, the project was friendly to the environment as well as to the budget. By simply adding colourful dots or stripes to the old paper we came up with a totally new package design.

RESULT:
Sales grew by 20%, as did the number of customers. There was more interaction with customers. Because they liked the design, people didn’t just throw away our New Paper but re-used it for something else. News of the low-cost, original design wrapping paper spread virally to other stores that used newspaper for wrapping. The New Paper project was not just a new design for wrapping paper but a pointer to a better lifestyle for us all.

image


Agency:
Dentsu
Additional credits:
Designer: Yo Kimura, Yoshihiro Yagi

Art Director: Yoshihiro Yagi

Copywriter: Haruko Tsutsui

Printer: Nao Morimi

Account Handler: Kosaku Miyata

Brand Manager: Chie Ichida
Source:
D&AD




Comments


Comments about Newspaper to New Paper

wonder what the printing process was to apply the patterns; food-quality screenprints? beautiful nevertheless; love that.

Posted by avisualperson | 18-06-2009 17:23

Comments about Newspaper to New Paper

Love this. Have reposted to Ooooby.org .  1200+ members into food growing and local food.  They could use this idea when trading goodies from their gardens.  Ooooby is an acronym for: out of our own back yards.

Posted by Pete Russell | 1-07-2009 01:48

Comments about Newspaper to New Paper

Really a fantastic article.thanks a lot…..........

foreclosed homes

Posted by lalpri | 10-07-2009 05:03



My comment



Comment:




Your comment will not be visible until a moderator approves it.








Some rights reserved 2005-2013 Osocio/Houtlust.
Disclaimer. Terms of use. Privacy statement.

Creative Commons License
This work is licensed under a Creative Commons Attribution-Noncommercial-No Derivative Works 3.0 License.







Support us

Do you like our blog? Support us with a donation.
We're non-commercial. We all make Osocio pro bono in our spare time and we can use some support.





image of a graduation cap

Recent in Academy


Branding a time-bound campaign, Forest & Bird did it.

It’s not new but it is not often used: branding for a time-bound campaign. The kind of branding used for temporary purpose. Forest & Bird did it recently for their Love Nature: Vote 2014 campaign. New Zealand’s largest independent conservation organisation wanted nature back on the political agenda. The future…
Read more

Can fundraising marketers recreate the #icebucketchallenge?

Yesterday, it finally happened. Somebody challenged me to the Ice Bucket Challenge for ALS. If your internet connection has been broken all summer, it’s this year’s big meme. You can read about it here. To be honest, I felt that the movement had passed its high-water mark when I saw…
Read more


About Osocio

Osocio is dedicated to social advertising and non-profit campaigns. It’s the place where marketing and activism collide. Formerly known as the Houtlust Blog, Osocio is the central online hub for advertisers, ad agencies, grassroots, activists, social entrepreneurs, and good Samaritans from around the globe.
Read more

(the about page is also available in Bahasa Indonesia, Chinese 汉语/漢語, Deutsch, Español, Français, Italiano, Nihongo 日本語, Ivrit עברית, Filipino, Polski, Português, Russian Русский язык, Slovenčina, Suomi, Svenska and Türkçe)