A small step for a paper man …

Every kid knows Pritt. So does every grown-up. Only teenagers are indifferent to the brand – because they are indifferent to crafting. That’s about to change. Crafting is making a comeback. And revolutions need heroes. We’ve taken the liberty of creating some …

Pritt scores where teens don’t hang out: offline. That’s a dilemma. And a chance – because teenagers are digital natives. And with that the most demanding target group in the whole World Wide Web. They won’t be reached by preaching the brand message, but with web credibility and personalities they can identify with – like Kørt, Schulze, Admin, Ron and Glaze, aka: the Paper Gang.

They are the new kids on the blog – and our campaign’s heroes. Because they embody what Pritt wants to be for its new target audience: not a childhood companion but an instrument for individuality and expression – with factored in coolness. There is another important thing the Paper Gangsters have in common with their target group: they are at home in both worlds – with profiles in all relevant communities and templates for crafting with Pritt.

The card(board)-carrying stars are promoted through a large-scale banner campaign, downloaded as crafting templates, glued together offline, photographed, turned into a stop-motion film and uploaded again. At the contest on the campaign’s landing page, fans prove how well digital and analog crafting complement each other. And with hundreds of exceptionally creative submissions that turned “self-made” into “usergen”, our mission was fulfilled: uniting digital and analog in the spirit of crafting – and in the name of Pritt.