Business Challenge:
The agency was tasked to create a unique theme and supporting materials for a major design
industry trade show event booth, sponsored by International Paper,
the global leader in packaging and paper.

Keenan Creative Forces Solution:
Striving to top the prior year’s HOW event theme for conference sponsor International Paper,
Keenan Creative Forces tied the company’s brands to the event locale: New Orleans.
To convey the idea that International Paper’s six lines of paper brands were the “smokin’ hottest”
in the industry, the agency created a cartoonish illustration of the devil that was used on all onsite materials,
developed an event-only brand of “IP-flavored” hot sauce paired with a Zydeco-themed music
CD, both of which were given away to booth visitors.

Client Feedback:
“We wanted a theme that departed from the tried and true basic brand messaging done in the past
and the agency completely “smoked” the assignment. The result was highly creative and tremendous fun,
generating “fired up” HOW event booth traffic and more interest than we’ve seen for our event participation in years.”

— Event Senior Marketing Manager, International Paper Company