The idea is to create an aquarium exhibition using the actual aquarium elements such as, acrylic fish tank, several types of fish, rocks, and the water-resistant paper, Hi-Jet, to mimic the art and beauty of the actual existing aquatic plants to communicate the product strength. The design is co-created with the paper cut artist.

Consumers do not reassess when it comes to choice and the quality of paper they use. They see no differences in paper, so they unknowingly and willingly spend money on unnecessary supplies to help their paper to last longer by coating the paper with plastic spray or enamel. We are approaching the audience by using the paper cut artist who specially have high involvement with papers, in addition of her fan base, this help creates credibility and awareness reach to speak the product's strength and educate consumers on the paper quality.

The campaign reaches the target consumers, both paper specialist and regular paper users, to educate the new understanding on Hi-Jet papers that they are water-resistant and high quality. Consumers will not need to spend money on unnecessary supplies to help their paper to last longer. People contacted the Facebook and brand for further product detail. Sales raised and most importantly the change in behavior of not to coat their regular paper are clearly understood by the audience.