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Say it with a book - Paper Plus Mother's Day 2016

The insight:
An inscription turns a book into a sentimental and thoughtful present. And the sappy truth is, it lets us say things that might be hard to say otherwise, as it's a universal truth that it's easier to express ourselves through the written word rather than verbally.
The idea:
In a simple social experiment Paper Plus asked one of the toughest audiences (teenage boys) how they let mum know she's special at Mother's Day. Then we gave them the opportunity to truly express what mum means to them through an inscription in the book of their choice. Social video

Project Tags

  • Advertising
  • Social content
  • Social
  • Branding
  • Art Direction

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