Book for NewPage Corporation by Froeter Design Co.

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CLIENT

New­Page Cor­po­ra­tion is a lead­ing pro­duc­er of print­ing and spe­cial­ty papers in North Amer­i­ca. New­Page owns paper mills in Ken­tucky, Maine, Mary­land, Michi­gan, Min­neso­ta, and Wis­con­sin. These mills have an annu­al pro­duc­tion capac­i­ty of approx­i­mate­ly 3.5 mil­lion tons of paper.

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BRIEF

Chal­lenge the cus­tomer to think dif­fer­ent­ly about their paper choic­es and selec­tion. Old assump­tions are preva­lent in the paper indus­try. Now is the time for a shift. The econ­o­my has changed the way we think about paper and print­ing. In a dig­i­tal world of com­mu­ni­ca­tions it shows prints val­ue and relevance.

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APPROACH

“Shifters” is a sup­port­ing print pro­mo­tion to the Ster­ling Pre­mi­um “Shift Your Think­ing” launch that chal­lenged the way we val­ue and select coat­ed paper today. “Shifters” is a view into four com­pa­nies that each go against the grain, ques­tion the sta­tus quo, and cre­ate a unique path. They’re an exam­ple for us all. They’re not afraid of change. They seek it and thrive on it. Through Layar, an aug­ment­ed real­i­ty app for mobile devices, we’ve linked four videos through­out the piece to fur­ther enrich the con­tent and pro­mote paper’s relevance.