Panoramic Papers Product Launch
To complement its growing suite of products for the photo specialty market, Mohawk introduced Panoramic Papers, a lay-flat product that eliminates the gutter and makes each spread completely imageable. Thinkso created a launch campaign entitled “The End of the Gutter” which cleverly juxtaposes before and after photographic images, with surprisingly comical results. The centerpiece of the campaign was a print brochure with both traditional and lay-flat bound elements. Other applications included web advertising and direct mail proclaiming “The End is Near.”
