Established in 1871, the French Paper Company is a sixth-generation, family-owned paper mill, located on the banks of the St. Joseph River in Niles, Michigan U.S.A.. Designers are the main buyers of French Paper and they wanted to expand their audience to the every day family.
Paper is used every day by people other than designers and this needed to be expressed. French paper divides their paper up into categories and this was the go to for the campaign.
Three of the categories were chosen, Muscletone, Poptone and Glotone, and then a product was chosen to go with them. A weight for Muscletone, a popsicle for Poptone and a lamp for Glotone. These items were chosen because average people use them. They were then sculpted out of paper and photographed in their normal environment so the viewer can imagine themselves using this paper. A creative way to attract non-creatives.
