The winners of the IPA Effectiveness Awards 2022 were announced at a ceremony in London on 10 October. The vividly illustrated campaign “Catching Feels” for the premium design paper range PERGRAPHICA® received two of the prestigious awards.
Created by London-based agency True in partnership with Adobe Stock, this campaign has won an impressive 16 awards to date.
“The campaign truly combines paper love and creative passion,” explains Zoe Truchy, Brand and Product Manager at Mondi, a global leader in packaging and paper. “True clearly understood this passion and created a campaign – exceptional visualization with Adobe Stock premium visuals and a seamless implementation on analogue and digital channels make passion for paper very tangible,” she adds. “We’re incredibly proud of the campaign and the commercial success it has achieved. “Catching Feels” has not only captured the hearts and minds of our colleagues who love to rave about PERGRAPHICA® but also our most demanding customers. We really elevated the status and brand perception of PERGRAPHICA®,” Zoe describes the development in the market.
For the “Catching Feels” campaign, True and PERGRAPHICA® took home the inaugural Best B2B Effectiveness Award and the Bronze Award for Regional Market Effectiveness. Established in 1980, the Institute of Practitioners in Advertising (IPA) Awards have turned Effectiveness into the global language of marketing. Every two years, they celebrate and showcase agencies, media owners or advertisers worldwide that successfully prove that their communications activity paid back. With 60 judges from 13 countries who represent the brightest minds in the industry, the submitted campaigns are thoroughly evaluated.
The Mondi case study, as described by the IPA, reveals their rationale for the recognition:
“Mondi, the global packaging and paper manufacturer, targeted share growth for its premium design paper brand, PERGRAPHICA®. This paper shows how Mondi balanced activities towards brand building, to persuade more end-users to insist on superior quality paper. The strategy involved partnership with Adobe, use of emotive films and other digital assets, and a creative idea of “Catching feels”, as a metaphor for making people fall in love with your creative project.”
The extensive PERGRAPHICA® range of premium design papers opens new opportunities for creative designers, print producers, premium printers, publishers and luxury packaging converters. As paper for perfectionists, PERGRAPHICA® fulfils customer requirements, providing peace of mind at all levels. The entire portfolio is produced in Austria, CO2 neutral, meets the strict international standards set by FSC™ and EU Ecolabel, and is Cradle to Cradle Certified® Bronze.