Combined Locks, Wis, USA, Dec 21, 2011 - Arjowiggins Creative Papers introduces Sir John Hegarty, founder and global creative chairman of advertising agency BBH, as the new ambassador for “The Blank Sheet Project.” An initiative from Arjowiggins Creative Papers, headquartered in Paris, France, The Blank Sheet Project aims to inspire creative excellence by encouraging individuals and businesses to be more innovative, thoughtful and sustainable. It asks creative professionals, given a blank sheet of paper “How will you leave your mark?”
Arjowiggins first asked this question of it managers and employees in 2010 as part of internal innovation program. Today, the inspirational inquiry challenges a global audience. Appleton Coated amplifies The Blank Sheet Project’s message as the exclusive North American distributor for The Curious Collection of fine papers and Conqueror premium paper brand, both manufactured by Arjowiggins.
Hegarty, in a forthright interview with D&AD Chief Executive Tim Lindsay, discloses surprising and spontaneous confessions on creativity and invites the advertising industry to push itself to the limits: “What we’re not doing today is coming up with the kind of ideas that are game-changing, that change the fortune of brands. Our audience, the people we are talking to, their appreciation of what we do has consistently gone down since 1990… it’s now less than 10 percent. Our industry really has to look at that.”
His call for “game-changing” creativity reinforces The Blank Sheet Project’s message to think again -- and think differently. In choosing Hegarty to present his insights from The Blank Sheet Project, Jonathan Mitchell, business director of Arjowiggins Creative Papers says, “We believe that whatever our profession, we each have the opportunity to use the power of creativity to truly leave our mark. In Sir John Hegarty, we have a creative leader of world renown who shares this belief and isn’t afraid to express sometimes uncomfortable insights to inspire us and motivate the next generation to be great.”
Well-respected and awarded by the global advertising industry, Hegarty started BBH (Bartle Bogle Hegarty) in 1982. Since then, he has won Golds at every industry awards including the Cannes Lions, D&AD and British TV Awards, and he is the first recipient of the coveted Lion of St. Mark. In June 2011, his book, “John Hegarty on Advertising,” was published in the United Kingdom by Thames and Hudson. His work includes the iconic Levi’s “Laundrette” and “Flat Eric” advertisements, Johnnie Walker’s “Keep Walking,” and Audi’s “Vorsprung durch Technik” campaign.
Following Neville Brody, who was the first ambassador of The Blank Sheet Project, Hegarty uses his interview with D&AD as an opportunity to challenge the complacency that he blames for the decline of an industry abut which he is passionate. The result is a rallying call to all creative professionals to be brave in their thinking, to drive through visionary ideas and, remarkably, to be wary of consensus between different agencies in the marketing mix: “In our industry, which is probably the most creative industry you can be in, you have to come in every day and have a new idea.” He also urges young creative s to look more widely for inspiration in books, magazines, galleries, shows, and even “stuff you’re not supposed to read.”
The Blank Sheet Project interview includes many of the attention-grabbing and effective campaigns conceived by Hegarty and BBH. The memorable Levi’s “Laundrette” advertisement (1982) helped reverse the fortunes of the American jeans company, set new standards for integrated marketing and put the fledgling BBH on the map, as well as inadvertently boosting boxer-shorts sales.
Read the full interview and see Hegarty’s work at www.theblanksheetproject.com. Learn more about Appleton Coated’s innovative, sustainable and creative programs and products at www.AppletonCoated.com.
About The Blank Sheet Project
The Blank Sheet Project was conceived as an internal innovation program in 2010. The management of Arjowiggins Creative Papers asked themselves and their staff: “If we started again; if we had a blank sheet of paper; if we put sustainability at the very top of the agenda; what would we do? How could we do things differently?” From more than 2,000 responses generated within the company, Arjowiggins Creative Papers now has 40 teams developing ambitious sustainability projects to reflect its concern for people, prosperity and the planet. The company’s ‘up-cycled’ reKreate paper, which re-uses fiber waste and contributes to a zero sludge mill, is just one of the many outcomes. From its introduction in 2010, The Blank Sheet Project has gone on to address and inspire a global audience of young minds. To promote its message, Arjowiggins Creative Papers currently is collaborating with two eminent organizations: D&AD, the United Kingdom’s leading body for the creative industries, and One Young World, an international initiative that brings together the leaders of today with the young leaders of tomorrow.
D&AD today is a restless, enquiring, agitating organization, determined to perpetuate brilliance in commercial creativity. It constantly pushes boundaries, initiating debate and encouraging experimentation, nurturing a tradition of craft skills and celebrating excellence within the creative industries and beyond.
About Arjowiggins Creative Papers
Arjowiggins Creative Papers has 1,300 employees and its products are distributed in 82 countries. Products in the Arjowiggins Creative Papers portfolio continually achieve best-in-category for paper capability and print performance and are available globally. Each range offers a high-quality finish for a wide variety of applications. All of Arjowiggins Creative Papers’ brands have been FSC certified since June 2008, and the company is constantly expanding its recycled paper ranges. Arjowiggins Creative Papers has an unwavering commitment to working alongside customers and suppliers to continue to innovate through their range of inspiring papers and in the way they do business. This is supported by The Blank Sheet Project, its inspirational platform that challenges all to think creatively about how to leave a mark in a way that is socially, economically and environmentally responsible.
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