Paper is misunderstood - believed to create waste and hurt forests. When in reality, it’s sustainable and has a positive impact on the environment. Why? Because paper comes from a renewable resource and can be recycled. “Go Papertarian” is a new, integrated campaign from The Paper & Packaging Board that counters misconceptions around paper head-on and cuts through the common tropes surrounding sustainability - concepted and brought to life by their long-time partner, Manifest, the award-winning content experience agency.

At the center of the campaign are four 30 second TV spots featuring the first official “papertarian” - stand-up comedian and actress, Retta. An unexpected choice for a sustainability spokesperson? Maybe. But throughout the campaign, Retta demonstrates how Papertarians don’t necessarily have to be eco-warriors. In each new spot, she breaks down what it means to live a “paper-based lifestyle” - from the grocery aisle to recycling do’s and don’ts - is all about making decisions, both big and small, that have a positive impact on the planet.

In addition to linear and connected TV, the campaign includes print, paid audio, digital and social elements - including display, online video, online editorial and native ads - that will aim to drive consumers to a new digital experience ( featuring long-form articles to help educate consumers and offer a chance to test their knowledge.

This professional campaign titled 'Go Papertarian' was published in United States in April, 2023. It was created for the brand: The Paper & Packaging Board, by ad agency: Manifest U.S.. This Integrated medium campaign is related to the Public Interest, NGO industry and contains 4 media assets. It was submitted 6 months ago.


Melissa Bouma, CEO
Sacha Reeb, Chief Creative Officer
Geoff Director, SVP Intelligence

Creative Team
John Hobbs, VP, Creative Director
Tess Dmitrovsky, Creative Director
Kristen Youngman, Associate Creative Director
Elisa Sandoval, Art Director
Carissa Chatterley, Art Director
James Langford, Senior Editor

Account Services
Ryan Hyland, VP, Portfolio Consulting Lead
Jennifer Bravo, VP, Business Lead
Adrianna Glover, Senior Operations Manager
Jazz Jenkins, Senior Operations Manager

Strategy + Analytics
RJ Fenn, VP, Intelligence
Jackie Roy, Director, Data Intelligence
Molly Novotney, Senior Data Intelligence Analyst

Performance Marketing
Krysti Roush, VP Performance Marketing
Brooke Ellias, Group Director, Performance Marketing
Nick Lundgren, Associate Director, Performance Marketing
Elaine Lee, Engagement Director
Nick Wineland, Associate Director, Performance Marketing

Studio + Production
Mitch Stomner, Associate Motion Design Director
Ruby Hong, Senior Motion Designer
Laura Marlowe, VP Print Production
Mary Winters, Director, Pre-Media
Marilyn Bain, Production Technology Specialist
Leah Rudolfo, Senior Photo Editor
Alpa Patel, Director Digital Production
Michael Gallegly, Director of Experience Design
Linda Tinoly, Business Affairs
Jenna Murphy, Copy Editing Director
Erin West, Copy Editor

External Partners:
Retta represented by United Talent Agency
Maria Burgio, VP, Celebrity and Influencer Acquisition and Global Operations
JH Artist Group, Production Company
Matt Enlow, Director
Matt Enlow, Writer
James Hendershot, Executive Producer
Alex Advocaat, Producer
Wendy Millman, Production Manager

JH Artist Group/The Post Crew, Post Production
Jonah Oskow, Editor
Ben Mcnamara, Allen Ross & Delaney Porter, VFX
Delaney Porter and Jesse Sanaritano, Conform
Roman Zeitlin, Mix


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