Notable Media
A new campaign is taking an unpatronising approach to reducing paper use — The Creative Review.
Art by Kyle Platts
Client
Environmental Paper Network
Timeline
2019 - 2020
Role
Creative Lead
Scope
Integrated Awareness Campaign with Targeted Digital Strategy
Impact
566% growth on LinkedIn, attracting high-value leads from Eli Lilly, UNDP, and environmental consultants
Over 375,000 total reach across Facebook, Instagram, and LinkedIn
15,100 Instagram link clicks and strong video performance (70K+ views on Facebook, 42K+ on Instagram)
3,600+ website users in September, with 96% being new visitors
Above-average LinkedIn traffic engagement, with session durations up to 4:42 minutes
Beyond the numbers
This campaign successfully raised awareness, drove meaningful engagement, and brought influential new audiences to the Environmental Paper Network.
Ideas in action
To help shift consumer attitudes about disposable paper products, I partnered with the Environmental Paper Network to create “Unwrap the Truth” — a bold, modern retelling of the Pandora’s Box myth with a humorous twist.
In the animated film, an unsuspecting person opens a package, only to be flooded with a cascade of plastic spoons, straws, and paper cups, revealing the hidden impact of everyday consumption. At the heart of the message is a reusable coffee cup, symbolizing the simple, practical steps people can take to drive broader change.
Set to a quirky, game-show-style soundtrack by musician Lung Dart, the film leans into absurdity and charm to cut through the noise. Directed by Kyle Platts, the project deliberately avoids guilt-based appeals. Instead, I embraced an accessible, light-hearted tone to spark curiosity and reflection, meeting audiences where they are without being patronizing.
As attention spans shrink and “doom fatigue” grows, I saw the power of humor, animation, and sound working together to deliver a serious message in a fresh way. “Unwrap the Truth” stood out by transforming a heavy topic into something engaging, memorable, and action-oriented, demonstrating that small changes, such as switching to reusable products, can have a ripple effect and encourage industry-wide shifts.