Trekk Awarded Summit Emerging Media Innovator Award for International Paper Interactive Campaign

By: Laura Bennett Mon, February 25, 2019

In recognition of its augmented reality Accent TV campaign for International Paper, Rockford-based creative agency Trekk has been awarded a highly-coveted Summit Emerging Media Award. Judges recognized the campaign with an Innovator award in the category of Consumer Interactive Media.

About the Accent TV

As part of the launch of Trekk’s rebrand of International Paper's Accent Opaque line, the agency created an augmented reality 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 paper-craft television sets made with Accent Opaque paper bring the Accent brand story to life via multiple AR “channels,” each in a different vintage throwback style. Scan each channel card with International Paper's app to bring up the next video, continuing the story. The videos demonstrate the evolution from the iconic logo that midcentury designer Lester Beall created for International Paper in the 1960s to Accent's modern rebrand.

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 designed with the ability to send additional AR content and communication to attendees post-event, maintaining an ongoing conversation around the Accent brand.

About the Summit International Awards

Over the past 25-years, the Summit Awards has established itself as one of the premier arbiters of creative and marketing excellence. This independent organization conducts impartial, ‘blind’ judging events and limits the number of winning entries.

The Summit Emerging Media Award celebrates creativity, innovation, and those pushing the bounds of excellence in all forms of emerging and digital media. It offers recognition for introducing new methods, directing and helping to set the pace for emerging media, and demonstrating excellence on the web, through apps, analytics, videos, microsites, and social media.

About International Paper and Accent Opaque

International Paper is one of the world’s leading producers of fiber-based packaging, pulp, and paper. Accent Opaque is its premium paper line, beloved by designers, printers, and paper merchants for its ability to keep colors true with enhanced whiteness and brightness.

About the Author

Laura Bennett

Laura Bennett puts her leadership skills to work every day to guide the Trekk team. Laura has more than 35 years of experience in concept and creative development, copywriting, account management, marketing, and media analysis — on both client and agency sides of the business. Prior to founding Trekk, Laura served as Advertising Director for Pierce Chemical Company, where she managed marketing and media planning and implementation for programs directed to Life Science researchers. Before that, Laura held copywriting and account service roles in a business-to-business advertising agency, working with clients that included Keebler Company, Taylor Freezer, Beatrice Food Ingredients, and Universal Foods. Laura has a Bachelor’s Degree in Journalism and a Master’s Degree in Business Administration.