Creative Firm Launches Campaign Based on Senior Art Director’s Niche Love of Laminated Paper
WELLINGTON – Creative agency Blunt & Butter has unveiled its boldest campaign yet, centering entirely around laminated paper. The inspiration reportedly came from a casual lunchtime rant by Senior Art Director Theo Krantz, who described lamination as "the unsung acrylic god of design longevity."
The campaign, dubbed 'Forever Glossy', aims to reposition lamination in the minds of consumers—not as a dated relic of 90s signage, but as a lifestyle statement. Initial executions include a 12-metre billboard covered in A4 laminated sheets reading “TREND PROOF”, strategically hung outside the Lower Hutt public library. There's also a limited-edition glossy zine that smells vaguely of office toner and resilience.
“The moment Theo said ‘smooth to touch, impossible to forget,’ we knew we had to greenlight this,” said Strategy Lead Jenna Varke, who also revealed the agency spent $18k on a lamination machine from Germany that can seal a carrot lengthwise. Interns have been dedicating 30 hours a week perfecting the ‘edge seal.’
Phase two of the campaign includes a sponsored installation at the Wellington Sunday market where punters can bring in any object under 2cm thick to be laminated on the spot. So far, highlights have included a single Silver Fern, three discount cards for defunct cafes, and what appeared to be a slice of pancetta. Agency leadership maintains it's “not about the objects,” but about “inviting a tactile conversation.”
The campaign, dubbed 'Forever Glossy', aims to reposition lamination in the minds of consumers—not as a dated relic of 90s signage, but as a lifestyle statement. Initial executions include a 12-metre billboard covered in A4 laminated sheets reading “TREND PROOF”, strategically hung outside the Lower Hutt public library. There's also a limited-edition glossy zine that smells vaguely of office toner and resilience.
“The moment Theo said ‘smooth to touch, impossible to forget,’ we knew we had to greenlight this,” said Strategy Lead Jenna Varke, who also revealed the agency spent $18k on a lamination machine from Germany that can seal a carrot lengthwise. Interns have been dedicating 30 hours a week perfecting the ‘edge seal.’
Phase two of the campaign includes a sponsored installation at the Wellington Sunday market where punters can bring in any object under 2cm thick to be laminated on the spot. So far, highlights have included a single Silver Fern, three discount cards for defunct cafes, and what appeared to be a slice of pancetta. Agency leadership maintains it's “not about the objects,” but about “inviting a tactile conversation.”