Reflex has kicked off a campaign to promote its Pure White 50% Recycled office paper featuring a philosophical printer repairman. Created by newly appointed CumminsRoss and directed by Plaza Films' Paul Middleditch, 'Enwhitenment' is the first TV-led campaign for one of the paper brand's recycled office products since 2005.
The launch of the campaign coincides with Australian Paper's announcement earlier this year of a $90 million recycling plant located in Maryvale, Victoria. Reflex marketing manager Leanne Bilinski said: "Research indicated that many people still perceived recycled paper to be of inferior quality, even though, when blind tested, the majority of consumers could not tell the difference. The Reflex Pure White 50% Recycled campaign was designed to communicate that you can have a white, bright recycled paper, with no compromise in quality or appearance."
CumminsRoss chief executive Sean Cummins said: "Reflex was the first copy paper advertised globally back in 1984. This was an enormous challenge for the iconic advertiser and brand. There is a complex message, however, blessed with a simple yet engaging script, amazing talent and an acclaimed director, we’ve been able to deliver a great result for the brand and the product."
Reflex 'Enwhitenment' Extended Version
Credits
Client: Reflex
General Manager Marketing: Martin Rodger
Marketing Manager: Leanne Bilinski
Creative Agency: CumminsRoss
CEO: Sean Cummins
Executive Creative Director: Jason Ross
Art Director: Aaron Lipson
Copywriter: Chris Ellis
Creative: Jake McLennan
Group Account Director: Magda Triantafyllidis
Account Manager: Andrew Stone
Senior Agency Producer: Susannah George
Production Company: Plaza Films
Director: Paul Middleditch
Executive Producer: Peter Masterton
Animator: Marieka Walsh (Plaza Films)
Cinematographer: Daniel Ardilley ACS
Art Director: Sal Boucher
Sound: Paul Le Couteur @ Flagstaff Studios
Post Production: The Editors
Editor: Dave Whittaker
Colourist: Ben Eagleton
Flame Artist: Adam Archer
