Smurfit Kappa is one of the leading providers of paper-based packaging in the world. That puts it in a good place for business growth as companies become increasingly aware of their environmental responsibilities. Helping that along is its campaign by In the Company of Huskies that encourages more companies to choose sustainable packaging.
To tie in with the ongoing growth of e-commerce and consumers’ increasing desire for brands to act responsibly, the new campaign specifically targets the fashion e-retail market. In a 2020 study by Vitreous World, one-third of consumers said they would not make an online purchase from a fashion company if they discovered the packaging wasn’t eco-friendly.
In the Company of Huskies’ campaign, therefore, presents the Smurfit Kappa label as “the one” to be worn, positioning the brand in the heart of the fashion world by transforming it from a packaging company into a high fashion brand. The idea was to take something as simple as a cardboard box and present it in the same highly desirable way you would see a designer handbag.
The campaign was shot by Irish fashion photographer, Sarah Doyle. It is running in UK national and international papers and trade magazines, as well as on social, digital and outdoor. As part of the campaign, cardboard handbags were distributed to influencers.
Damian Hanley, creative director at In the Company of Huskies, commented, “If cardboard was invented yesterday, it would be hailed as the new wonder material. Smurfit Kappa is a B2B business, but that doesn’t mean you can let yourself off the hook creatively. We are tearing up the rule sheet. Positioning Smurfit Kappa as the label of choice for the fashion industry is a pivotal campaign in its communications evolution.”
Ruth Cosgrove, group marketing & communications director at Smurfit Kappa, added, “Consumers want brands to consider the social and environmental impacts of their businesses. This campaign highlights the important role of sustainable packaging in eCommerce and fashion. As a global leader, we wanted to demonstrate how we are leading the way in sustainability, innovation, and design, and Huskies perfectly executed and met our objectives for this campaign.”
Credits
Agency: In the Company of Huskies
Creative Director: Damian Hanley
Art Director: Laura Rice
Copywriter: Aoife McCleary
Design: Chris Flynn & Gavin Feiritéar
Senior Producer: Ciarán Walsh
Head of Production: Brian Daly
Business Director: Rohit Verma
Account Director: Claire Slevin
Photographer: Sarah Doyle Photography
Client: Smurfit Kappa
Group Marketing and Communications Director – Ruth Cosgrove
Marketing Manager: Emer Cobbe
