Mohawk Honored for Innovative Campaign of the Year by Pulp & Paper International
Mohawk, Cohoes, N.Y., has been honored with a 2015 Pulp and Paper International (PPI) Award for "Bringing Paper to Life: Innovative Printing and Writing Campaign of the Year."
Mohawk’s Maker campaign was recognized by PPI for celebrating the beauty of print and maker culture through the use of papers that effectively demonstrate the versatile use of paper.
The PPI Awards are presented annually by RISI, an information provider for the global forest industry. The PPI Awards honor leadership, vision, innovation and strategic accomplishments within the pulp and paper industry, and are the only global awards dedicated to recognizing the achievements of companies, mills and individuals in the forest products industry. The winners were announced at the annual PPI Awards dinner on Sept. 28 in Chicago.
“The Bringing Paper to Life: Innovative Printing and Writing Campaign of the Year award is about the fabulous ways in which the industry promotes its successes through the use of compelling films, eye-catching print quality and grades," said Erica McArdle, marketing manager for RISI. "In a technological era punctuated with email, tablets and texts, Mohawk believes that a new ‘maker’ culture is emerging, and this winning campaign strikes at the heart of the paper-making community. The Mohawk Maker campaign communicates experiences that are unique to paper to elevate print, and to highlight the beauty and tactility of paper."
“We are pleased to receive this prestigious industry award from PPI," said Bart Robinson, senior vice president of marketing for Mohawk. "Mohawk has taken pride in the art of papermaking for nearly a century. Generations of fine papermakers have honed their craft in our mills in upstate New York, so we are endlessly inspired by the artistry of others and we’re proud to share the beauty and tactility of fine paper."
The Mohawk Maker campaign was developed by San Francisco-based Hybrid Design. Hybrid Design initially modeled the campaign as an exercise to raise awareness of the Mohawk superfine grade, and then it evolved into an investigation of Mohawk as a brand, and how the company and paper itself are culturally relevant. During the process, the paper industry’s chief communication device—the paper sample—was reimagined to connect with contemporary culture and redefined to alter the industry’s perspective of paper in a progressively digital world.
For more information on Mohawk, visit www.mohawkconnects.com.