When answering the brief for Fedrigoni, I wanted to bring life to the Imaginative Colours range and make it just that; Imaginative. Much deliberation caused me to eventually decide that birds have it all. Not only do they have more freedom than anyone,or anything else on the planet thanks to those lovely wings of theirs, they are also (most of the time) beautiful, not to mention very, very colourful.
Using the power of our imagination coupled with the power of flight, I wanted to create a story and relationship between consumer and product. To do this I imagined an actual story, and so the journey of the Imaginative Colours range was born. Every single one of the 262 colours embarks on its own flight to arrive with theconsumer and together form the Imaginative Colours collection. This idea developed into a TV advert for the rest of the campaign to hatch from,including the already established tagline “A Place For Paper”.
I then brought this story to the real world, and created a collectable direct mail piece. If you are one of the countries most prestigious paper enthusiasts then you will,fingers crossed, receive one of the birds featured in the advert. This bird comes packaged in a box emblazoned with the tagline and the net pattern used to create the birds. Each box is then accompanied by a booklet to showcase the rest of the colours and birds, and also to tell the story.
The birds were then used across a variety of printed goods, from letterheads and compliment slips to posters and magazine covers. Producing these printed items can illustrate the flight of the birds as well as give audiences a first hand Fedrigoni paperexperience.
Lastly a delicatelyput together window display will allow anyone and everyone a view into acolourful 3D world. Whether these installations will appear in shop windows or empty rooms matters not, for it is the reiteration of the Fedrigoni Imaginative Colours story and the idea of a “Place for Paper” that is really important.
Regardless of who sees the installations, or who reads the magazines with Fedrigoni covers, it is safe to say that anyone that sees and hears about these Imaginatively Coloured birds will be captivated by their charm.