Lumi's manufacturer and UK distributor, , decided the paper brand needed a marketing push and appointed last year.
Ziggurat has managed the entire project from strategic planning and positioning, through research and creative workshops that unified the team and ensured that all parties were committed to a shared brand vision.
It commissioned animal photographer to photograph a range of creatures, not usually considered for their aesthetic attractiveness, mixing light and shadow to focus viewers' attention on the surface textures of the animals.
The theme of the campaign, which will run in print, is "see the beauty in everything". The accompanying copy supports the Lumi proposition for technical reliability and intrinsically beautiful print results.
Shinier creatures -- snake, scorpion, frog and armadillo -- denote art paper while more matte creatures -- rhinoceros, pig, monkey and pelican -- denote silk finish paper.