ABOUT

Help Zewa communicate its hygiene credentials. This challenge focusses on a new benefit for Zewa paper towels: superior hygiene. It’s superiority in hygiene is fundamentally derived from its already established product superiority vs competitive paper towel brands, and from its disposable nature vs (reusable) cloth towels made from microfiber, cotton, etc.

Concept A
Inspiration is the seagull, which is white, clean and unique (like any Zewa paper towel), dives into the sea, gets wet to catch its food and then goes away to enjoy its meal (like a paper towel use, which does its job and is disposable after a single use).

Concept B
The inspiration is humorous, there is a man with his cat, wrapped from top to bottom with paper, like a mummy. While the paper is so absorbent and soft to touch, it is also so resilient when in contact with any surface, it does not dissolve even when you use it wet.