Environmental Press Pack Generates Buzz
What do you do when you need an
environmentally friendly press pack but you want to produces it without using
metal or plastic binding? You do what ICONES (Lorient, France) did for its
client LMY et R — and it won second place in HP’s Digital Print Awards for it.
To create the press pack, ICONES
started with a 100% recycled paper (Cyclus Print 170g). To eliminate adhesive,
it speced 100% environmentally friendly Raffia binding. The result was printed
on the HP 5500 digital press and hand bound. This allowed for end client Bio
Nutrisante to combine the product’s environmental message with environmentally
friendly design, printing, and binding.
The packs were printed in a run of
55 packs and turned around in five days.
Truly, this is a wonderful example
not only of how to develop an environmentally friendly press pack, but also the
power of digital print to produce campaigns that would not have been economical
in the past. Can you imagine doing this offset?
That’s why this application has
proven to be particularly exciting to those in the creative and design
community. Creatives are used to seeing “green” postcards, brochures, and other
mailings, but to see it in a press pack —in spades — is generating some buzz.
As well it should.
Winners for HP’s Digital Print Contest were
announced at IPEX at HP’s Gala Dinner, held May 19. I discussed the first-place
winner in the category, submitted by Group Momentum (Sydney, Australia) for
Merck Serono, in my
previous post.
True Environmental Design
As a judge for HP’s Digital Print
Contest, I loved this campaign. I loved it how the marketer didn’t just spec
recycled or FSI- / FSC-certified paper. It didn’t just add text that says,
“Please recycle!” It went the extra mile to do something different. To do something
dramatic. It speced 100% recycled content and eliminated adhesive and staples
in its binding.
That’s real commitment, and it’s a
strong marketing message. Bravo to Icones and bravo to Bio Nutrisante.
There is an important message here
for the printing industry, as well, especially those marketing themselves as
“green” printers and marketing partners. True green design requires a holistic approach
that goes beyond the basics. At its best, it encapsulates every aspect of the
design and production process, all the way through binding.
That’s what wins the hearts of the judges . . .
and the loyalty of truly environmentally conscious clients.