Fraser Papers is a 120-year-old billion-dollar producer of paper. One of its offerings is boxboard. (Think shirt, gift, and take-out food boxes.) Fraser worked with ViA to promote boxboard through targeted direct mail.

Research showed that the audience (printers and converters) judged products through tactile experiences. Thus the design strategy: Give people a toy box to play with. And the theme: Box Bored? Call Fraser Papers. Forty-one percent of the people who got the promotion called (while a two to three percent response would have been considered quite good). The piece demonstrates excellence in communication graphics because it exceeded the client’s expectations, informed and entertained the audience, and was accomplished within difficult technical constraints.