Notable Media
A new campaign is taking an unpatronising approach to reducing paper use — The Creative Review.
Art by Kyle Platts
Client
Environmental Paper Network
Timeline
2019 - 2020
Role
Creative Lead
Scope
Integrated Awareness Campaign with Targeted Digital Strategy
Impact
566% growth on LinkedIn, attracting high-value leads from Eli Lilly, UNDP, and environmental consultants
Over 375,000 total reach across Facebook, Instagram, and LinkedIn
15,100 Instagram link clicks and strong video performance (70K+ views on Facebook, 42K+ on Instagram)
3,600+ website users in September, with 96% being new visitors
Above-average LinkedIn traffic engagement, with session durations up to 4:42 minutes
Beyond the numbers
This campaign successfully raised awareness, drove meaningful engagement, and brought influential new audiences to the Environmental Paper Network.
Ideas in action
To help shift how people think about disposable paper products, I partnered with the Environmental Paper Network on “Unwrap the Truth,” a modern, funny retelling of the Pandora’s Box myth.
Through an animated film, an unsuspecting person opens a package and is buried under an avalanche of plastic spoons, straws, and paper cups, revealing the hidden cost of everyday consumption. At the center of it all is a reusable coffee cup, a reminder that simple, practical steps can add up to bigger change.
Set to a quirky, game-show-style soundtrack by musician Lung Dart and directed by Kyle Platts, the film leaned into absurdity and charm to cut through the noise. We deliberately steered away from guilt. Instead, we chose a light, accessible tone that sparked curiosity and reflection, meeting people where they were without talking down to them.
With attention spans shrinking and “doom fatigue” growing, humor, animation, and sound gave us a fresh way to deliver a serious message. “Unwrap the Truth” turned a heavy topic into something engaging and memorable, and showed that small changes, like switching to a reusable cup, can ripple outward and encourage shifts across an entire industry.