Beige ist besser – die deutschlandweite Aufklärungskampagne.
Winner
Excellence in Brand Strategy and Creation
Brand Communication – 360° Campaign
Details
In 2022, WEPA launched the first hygiene paper made from recycled cardboard – a true innovation: significantly more sustainable and at the same time softer than conventional paper. And without bleaching processes, it retains its natural beige color. However, this shade evoked memories of rough recycling paper from the past. It was time for a positive image shift: from now on, beige stood for quality and softness. With witty headlines and eye-catching visuals, the campaign gained media and city-wide visibility and performed exceptionally well. WEPA proved that even low-interest products can inspire with creativity.
The Jury‘s Statement
The campaign "Beige is Better" impressively demonstrates how a seemingly inconspicuous product can be brought into focus through creative brand communication. WEPA successfully repositions beige as a symbol of quality and softness, creating a fresh perception. The cross-media implementation captivates with striking messages, bold design, and interactive elements. This holistic approach makes the project an outstanding example of impactful 360° communication.
