Jan 26, 2016
You may have seen the television ad where a boy is throwing paper airplanes over a fence to communicate with his dad, who is away on active duty. Each paper airplane contains a note from the boy to his father. A kindly neighbor on the other side of the fence notices the airplanes, puts them in a box, and sends them to the father. Sometime later, the neighbor receives a box in the mail full of paper airplanes with notes from the dad to his son. The neighbor takes the airplanes and throws them one by one over the fence, where they are discovered by the boy. The story is heartwarming and it’s a Hallmark moment for sure, but this is not a greeting card commercial. What is this ad promoting? The answer might surprise you—it’s paper and packaging.
This is one of three television advertisements created by the Paper & Packaging Board as part of a campaign called “Paper & Packaging – How Life Unfolds.” This multi-million-dollar promotional campaign began in the middle of 2015 and includes not only television exposure, but also print and online ads. The target audience is Read more »