The Paper and Packaging Board: Pack to the future
Location
UK
Industry
- Packaging
What we did
- Experiential activation
Objective
The Paper and Packaging Board (P+PB) wanted to educate consumers on recycling packaging properly, so it created the “Box to Nature” program. This involved a mark on boxes to inspire recycling, including a QR code to a digital education experience. But first, P+PB needed to convince brands and manufacturers to put the mark on their boxes.
Solution
P+PB brought “Box to Nature” to life at Pack Expo, the huge industry tradeshow. Stein created a corrugated cardboard exhibit with videos and info. The centerpiece was an iconic cardboard DeLorean, playing off the show's “Pack to the future” theme. Delegates were treated to a five-minute VR experience in the DeLorean that took them to a sustainable future — with a mad scientist as their guide.
Results
The multi-sensory exhibit made P+PB the talk of the show. A photo booth, social media and banners extended the reach. Since launching at Pack Expo, over 600 companies have joined the program. By the end of 2022, the “Box to Nature” mark had appeared on 11.5 million boxes, with 5x growth projected for 2023.
+
packaging providers engaged
million+
boxes featured the mark in 2022
x
growth projected for 2023
P+PB brought “Box to Nature” to life at Pack Expo with an iconic cardboard DeLorean, playing off the show's “Pack to the future” theme. Delegates were treated to a five-minute VR experience in the DeLorean that took them to a sustainable future — with a mad scientist as their guide.
By the end of 2022, the “Box to Nature” mark had appeared on 11.5 million boxes, with 5x growth projected for 2023.
