Pioneer Paper Inspire Hope
A hope-filled campaign to uplift and inspire those affected by breast cancer.
Taking action to find a cure.
Pioneer, a global paper brand produced by The Navigator Company, joined forces with iMM-Laço to promote breast cancer research.
Through iMM-Laço, Pioneer contributes to the funding of research projects and the creation of dedicated centres with specialised teams, as well as the acquisition of state-of-the-art equipment.
The Inspire Hope campaign was born out of a desire to be there for patients and raise awareness to this cause by delivering paper flowers at a hospital and inviting people to build and share paper flowers as a gesture of solidarity.
The Quest
Bringing strangers together through meaningful interactions.
For us, the goals for this year’s campaign went well beyond marking Breast Cancer Awareness Month and raising awareness of the partnership between Pioneer and iMM-Laço. At a time where the pandemic had isolated the most vulnerable, we took on the mission to build a bridge between people. To do so, we needed a new, more impactful approach.
Visual Inspiration
We drew inspiration from the shapes of molecules and flower petals to create organic and light imagery, suited for a campaign based on kindness and positivity. As for the colour palette, we didn’t limit ourselves to the pink widely associated with this cause, complementing it with other colours to keep things fresh.
Paper Flowers
We didn’t leave the paper flower behind; this is where Pioneer’s product really shines. Instead, we designed a new flower for people to download, print and build at home. Something visually appealing that anyone would be able to create. And to simplify things even more, we added a template with instructions and an easy-to-follow video tutorial.
The Deed
More flexibility equals more involvement.
We had a close look at the brand’s previous campaign and asked ourselves: “How can we get more people involved?”.
Building on the idea of the paper flower, we took the movement one step further by introducing messages of support. This meant creating a landing page where people could send and read messages, producing videos and ads in different formats, and implementing a social media strategy to boost engagement.
