The 30-second film is Papier’s debut TV campaign, choosing this moment to share a product that’s both relevant and seeing organic sales uplift. The campaign taps into the mood of the nation, while people are physically apart and taking a break from connecting via screen and endless Zoom calls.
Post has always had a human touch that’s meant more. As a result, the brand is seeing a rise in what they are calling ‘Positive Post’, with demand for greeting cards, notecards and writing paper triple in the past month – people embracing a return to pen and paper to keep in touch with their loved ones.
Papier’s personalised offering (greeting cards, notecards, letter writing paper etc) is premium in design and quality but affordable in price, matching competitors such as Moonpig. More people are choosing to send their family and friends beautifully designed pieces of Papier to show that they are thinking of them during this time.
Toby Roberts, creative director at And Rising, said: “From the start, we wanted to capture the beauty, experience, sounds and sensations of putting pen to paper and sending love through the letter box. It needed to be beautiful, real and analogue and reflect the quality of Papier’s products. With Aidan Gibbons and Ntropic we found a director and production company with an insane love for craft and a willingness to embrace new lockdown restrictions. All shot in Aidan’s home featuring his family as cast, this truly was an act of love and invention.“
Sophie Agar, brand and marketing director at Papier says: “Creating Papier's first campaign for TV while in lockdown, and in just three weeks, certainly presented its challenges but through creativity and innovation from all the teams involved, the end result is an ad that truly reflects our brand values and mission - to inspire people to make real and meaningful connections, which is especially pertinent at this time.“
Across the board, And Rising is seeing an uplift in its DTC brands’ sales and marketing activity. These brands already have a head start in their company infrastructure, which will help them operate effectively in these unique circumstances and give them the agility to make quick, proactive investments. People are open to new connections and discoveries with brands, not least because they are currently starved of them in so many other ways. We’re helping our clients find all sorts of new fans that they struggled to reach previously.
Download the film and stills here.