january

Now 5-years-old, the venerable International Paper “kids” campaign keeps evolving. “It started as a brand campaign, but people recognize [the black-and-white spots] now,” says Raul Pina, creative director at Messner Vetere Berger McNamee Schmetterer/Euro RSCG in New York. “Since we began injecting products into the spots, it’s become more difficult. How do you use products and not make the kids look like shills?” He answers his own question: “We looked back at the [original] branding work and tried to maintain that integrity.”