Arjowiggins has launched a global campaign ‘I am Rives’ to highlight its new luxury paper range ‘Rives’.
The campaign features a set of print samples, a new visual campaign and motion clips that shed fresh light on the exceptional quality and printability of both Rives and Rives Sensation, as well as the French heritage of the collection.
Jose-Anne d'Auvergne, Head of Marketing at Arjowiggins, explains,“the aim of the campaign. 'Rives is a prestigious and versatile range of textured papers that carries a huge amount of brand equity across the globe. We wanted to give it a new lease of life with a campaign that focuses on tactility, and specifically how touch and texture can be expressed and experienced through digital media. We also wanted to pay homage to the french origins of this iconic range.”
Rikard Ahlberg, Design Director and Partner at BVD, the designing agency of the campaign, says,“We decided to make the textures the heroes. We wanted to reach out to creatives around the world in a new way and highlight that touch can really evoke feelings and release creativity. Tactility can be a true superpower if you want to appeal to someone's senses.”
The campaign is built around a 'persona', suggesting that Rives is something more than just a paper. With French/English bilingual text to highlight Rives' heritage, the new 'I am Rives' tool lets the paper speaks for itself. A set of ten cards demonstrate the striking results of an array of print processes - offset, digital, embossing/debossing, hot-foil and silkscreen - on the full range of Rives textures, with quotes that link back to each paper: 'I am all dressed up in Tweed; 'I am Laid back'; 'I am into Design' and so on.
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