A paper no one wanted to make.

We worked with G F. Smith to launch Extract, a pioneering new paper that tackles the global problem of disposable coffee cups lined with plastic. It’s a growing problem too because in the UK alone we use 4,861 disposable paper cups a minute. That’s over 7 million a day of which less than 1 in 400 are being recycled.

Extract is G F. Smith’s contribution to meeting this challenge by taking disposable paper cups destined for landfill and transforming them into beautiful paper. This beautiful paper – a collaboration between consumer, recycler and papermaker – is unique in that if the problem is solved, the paper will be discontinued. We designed the campaign and collateral, and worked with G F. Smith to stage an exhibition at launch at the company’s Show Space in central London.

Paper promotion
G F. Smith Show Space window filled with 4,861 disposable paper cups to show what we use every minute in the UK.
Accompanying series of lectures from sustainability provocateurs