WHY CHANGE

Paper Plus stores are overflowing with dragons, vampires and other imaginary beings. We needed kiwis to open their eyes to the wonders within.

WHAT CHANGED

Meet Blurb, a portly green thingy. Levitation, invisibility and transmutation – Blurb has none of these powers. But this doesn’t stop him believing wholeheartedly that he has mastered them.

Blurb allows us to put an imaginative spin on even the most pragmatic retail communications.