Trekk earns Platinum Muse Creative Award for its International Paper Interactive Marketing Campaign

Retro-themed printed TV sets made with Accent Opaque paper brought the Accent brand story to life via Augmented Reality.

In recognition of its Augmented Reality (AR) Accent TV Campaign for International Paper, Rockford, Illinois-based creative agency Trekk has won a Platinum Muse Creative Award in the Experiential & Immersive category. To help launch the new look and feel that Trekk designed for International Paper’s Accent Opaque paper line, the agency created an AR “traffic driver” for the Accent Opaque booth at Adobe MAX 2018. Adobe MAX is known as “The Creativity Conference,” so the goal of the campaign was to craft an interactive experience that would speak directly to the design community, while giving them a chance to touch and feel Accent Opaque for themselves. Retro-themed television sets made with Accent Opaque paper brought the Accent brand story to life via multiple AR “channels” – each in a different “vintage throwback” style. Booth visitors scanned each channel card with International Paper’s app to bring up the next video, continuing its fascinating story. The videos demonstrated the evolution from the iconic logo that mid-century designer Lester Beall created for International Paper in the 1960s, to Accent’s modern brand look today. Adobe MAX attendees constructed their own Accent TVs and were then encouraged to “put their Accent on” them by designing their own channels and sharing their creations on social media. The TVs were also designed to send additional AR content and communications to attendees after the event, maintaining an ongoing conversation around the Accent brand.

About the Muse Creative Awards. The Muse Creative Awards “honour the design that envisions a brilliant future and the creators who transform advertising and marketing in traditional and technically innovative ways – the ‘Muses’ of the modern era. From graphic designers to photographers to web designers, the awards recognize the inspiring talent, hard work and vision it takes to make a better world.”

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Tony Curcio is the editor of Graphic Arts Magazine.