Tiny Escapes, Timeless Joys - Paper Boat
Industry
Advertising
Client
Academic
Service
Campaign Design
Date
2025
A conceptual campaign designed for Paper Boat that explores the theme of Indian cities through the lens of everyday pauses. The project reimagines ordinary moments like chai breaks, traffic jams, and waiting as whimsical, larger-than-life escapes rooted in nostalgia and childhood wonder.
Problem Statement
In fast-paced Indian cities, everyday pauses have lost their meaning. Moments meant for rest — like chai breaks or waiting in traffic — are rushed, distracted, and overlooked, causing people to drift away from small joys, nostalgia, and emotional connection.
Solution
Paper Boat transforms these forgotten pauses into moments of escape. By reimagining ordinary urban breaks as whimsical, memory-filled experiences, the campaign encourages people to slow down, savor the moment, and reconnect with the comfort of childhood through familiar, nostalgic flavors.
Design Process
The design process began with in-depth research into Paper Boat’s brand values, tone of voice, and nostalgia-driven visual language, alongside an exploration of urban life and cultural behaviors in Indian cities. This was followed by understanding the emotional mindset of fast-paced city audiences and identifying key insights around their longing for pauses and simple joys. Through mind-maps, moodboards, and visual explorations, everyday moments were reimagined as whimsical, larger-than-life experiences. The concept was refined through sketches, illustrative tests, and spatial experimentation, leading to the development of final visuals, an immersive experience zone, and campaign extensions rooted in storytelling and nostalgia.
Final Deliverable
The final deliverables include illustrated social media posts that reimagine everyday pauses as whimsical escapes, along with key visuals in Paper Boat’s nostalgic style. The campaign extends into a pop-up experience zone that transforms chai and lunch breaks into larger-than-life moments, supported by a user-generated phase where audiences share and relive their childhood dream worlds.
