Delipapier: Emma
Leo Burnett France
What were the objectives for the creative work?
We underlined the main challenge we faced: how to create enthusiasm for toilet paper?
We focused on the "extra paper" product innovation of Le Trèfle MaXi Feuille. It appeared in contrast with our ever more digitalized society: we use less and less paper in our everyday life. Digital is killing the paper industry. Such an issue has triggered a war between digital defenders on the one hand and paper ones on the other hand.
In this war, journalists are on the front line. We mailed...