Hi-Jet: Artquarium
Hi-Jet wanted to educate Thai consumers and professionals that their inkjet paper was inherently water-resistant, eliminating the need for expensive protective coatings. Ogilvy Bangkok was tasked with shifting the brand's perception from a standard office supply to a premium artistic medium. The goal was to create a memorable product demonstration that proved durability to both paper specialists and everyday users.
Creative Idea
Submerged delicate paper-cut sculptures in live aquariums to prove absolute water resistance through art.
To prove Hi-Jet paper is 100% waterproof, the brand created Artquariums - stunning underwater exhibitions where delicate, hand-cut paper sculptures of coral and sea life remained submerged in real fish tanks without disintegrating or losing their vibrant printed colors.
The Paper That Lived Underwater
The 60 Percent Market Leader
While Hi-Jet already held a dominant 60% share of Thailand’s inkjet paper market, the brand faced a perception challenge. Consumers viewed specialty paper as a commodity office supply rather than a professional tool. By placing these "Artquariums" in high-traffic Bangkok shopping malls, Ogilvy & Mather Bangkok transformed a technical product spec into an "Instagrammable" urban installation. The campaign successfully repositioned the parent company, Papawin Co., Ltd., as a premium provider for the high-end photography and design sectors.
Hand-Cut by Bua Smith
The project relied on the meticulous craftsmanship of lead paper artist Wannaprapha "Bua" Tungkasamit (also known as Bua Smith). She hand-cut three distinct underwater environments: *Flower Corals*, *Seaweed*, and *Hanging Gardens*. The production team introduced live goldfish and tropical species into the tanks to prove the paper was not just water-resistant, but chemically stable enough to coexist with living organisms. Executive Creative Directors Wisit Lumsiricharoenchoke and Nopadol Srikieatikajohn utilized Ogilvy’s "Twin Peaks" philosophy - balancing extreme creative aesthetics with a hard-hitting product truth.
The Illusion of Plastic
A recurring "wow" factor during the live installations was the public's disbelief. Many viewers initially assumed the vibrant corals were 3D-printed plastic or digital screens. The "reveal" - that every anemone and leaf was actually printed on Hi-Jet paper and had been submerged for weeks without bleeding or warping - served as a permanent, live product demonstration. This approach turned traditional outdoor media into a 3D ambient experience, cementing the campaign as a landmark example of the "Thai style" of meticulous art direction.
Creative Strategy Deconstructed
Company
Hi-Jet possessed a superior, 100% water-resistant specialty paper that maintained structural integrity and ink vibrancy even when fully submerged.
Category
The category treated paper as a commodity, focusing on price while ignoring quality differences or relying on messy protective coatings.
Customer
Consumers and professionals felt paper was fragile and required extra effort or expense to protect their creative work from moisture.
Culture
A growing appreciation for meticulous slow craftsmanship and Instagrammable art installations provided the perfect stage for a product demonstration.
Company
Hi-Jet possessed a superior, 100% water-resistant specialty paper that maintained structural integrity and ink vibrancy even when fully submerged.
Category
The category treated paper as a commodity, focusing on price while ignoring quality differences or relying on messy protective coatings.
Strategy:
Elevate a functional product attribute into a high-art installation to provide undeniable visual proof of durability.
Customer
Consumers and professionals felt paper was fragile and required extra effort or expense to protect their creative work from moisture.
Culture
A growing appreciation for meticulous slow craftsmanship and Instagrammable art installations provided the perfect stage for a product demonstration.
Strategy:
Elevate a functional product attribute into a high-art installation to provide undeniable visual proof of durability.
Results
The 'Artquarium' campaign successfully demonstrated the water-resistant properties of Hi-Jet paper through a unique series of aquarium installations. A team of artists crafted these intricate underwater landscapes using only Hi-Jet waterproof paper. The campaign proved that Hi-Jet is the ultimate paper for use in wet conditions, effectively bridging the gap between industrial utility and artistic expression. The installations were featured in a gallery setting, showcasing the paper's durability and aesthetic potential to a wider audience.
100%
waterproof paper construction
1
unique series of aquarium installations
1
team of specialized paper artists
Strategy Technique
Dramatize the Invisible Benefit
Water resistance is an invisible feature until tested; by placing delicate paper in a permanent underwater environment, the campaign made a hidden functional attribute impossible to ignore through extreme visual proof.
Explore Technique
Creative Technique
Use Art
By collaborating with a paper-cut artist to create intricate underwater sculptures, the campaign transformed a technical product benefit into a visually arresting gallery exhibition that proved durability through high-end craftsmanship.
Explore Technique
Craft Breakdown
The campaign's excellence lies in its literal 'torture test' of the product, elevated through extreme craftsmanship in paper art to create a high-end brand perception.
The intricate, lace-like paper sculptures are incredibly complex and demonstrate a high level of technical skill.
The transition from a sterile studio to a high-art gallery setting perfectly positions a commodity product as a premium tool.
Macro photography beautifully captures the texture of the paper and the movement of the fish within the installations.
Creating a physical gallery space for a paper product is a brilliant way to engage the senses and prove product claims.
The synergy between the delicate paper design and the harsh aquatic environment creates a powerful visual metaphor for the product's durability.
