Beige ist besser – die deutschlandweite Aufklärungskampagne.
Winner
Excellent Communications Design
Integrated Campaigns and Advertising
Details
In 2022, WEPA launched the first hygiene paper made from recycled cardboard – a true innovation: significantly more sustainable and at the same time softer than conventional paper. And without bleaching processes, it retains its natural beige colour. However, this shade evoked memories of rough recycling paper from the past. It was time for a positive image shift: from now on, beige stood for quality and softness. With witty headlines and eye-catching visuals, the campaign gained media and city-wide visibility and performed exceptionally well. WEPA proved that even low-interest products can inspire with creativity.
The Jury‘s Statement
The first hygiene paper made from recycled cartons impresses with its soft, high-quality feel and distinctive, natural hue. »Beige ist besser – die deutschlandweite Aufklärungskampagne.« employs striking headlines and bold visuals to present an ostensibly inconspicuous topic in an impactful way. The campaign stands out for its consistent appearance and convincingly demonstrates how creative and relevant design can be, especially in challenging fields of communication.
