The Paper + Packaging Board needed new ways to reach audiences with its ‘How Life Unfolds’ campaign. Having spent a majority of its efforts on mass media channels such as television and print advertising, PPB was open to MCG’s idea of reaching influencers through a high profile experiential activation.
Mungo Creative Group brought the Paper and Packaging Board to SXSW17 with a new look, feel and attitude - #PoweredByPaper. Instead of honing in on the emotional, practical or traditional uses of paper and packaging, Mungo highlighted ways in which paper and packaging were being used in unique and innovative ways. Not only did Mungo construct a 20’ x 20’ booth made entirely of corrugated cardboard, but we filled the booth with products made by the world’s leading paper and packaging innovators. Mungo staffed the booth, led efforts in graphic design, advertising, public relations, social media, photography and video content creation. The activation was a tremendous success with the average time spent in booth attendance being 10 minutes with thousands of influencers taking to social media to talk about how “cool and hip paper could be” at the world’s biggest technology venue.