Superunion Singapore creates a 200-year anniversary campaign for Collins Stationery telling the story of the heritage brand entirely through paper
From its humble beginnings as a printing press in Glasgow, to the internationally recognised leader in high quality stationery that it is today, the Collins brand has come a long way. But as the company celebrates its 200-year anniversary this year, their sights are fixed on the future of the brand.
The brand’s next chapter begins this week with the launch of a new campaign, created by global brand agency Superunion. In addition to honouring the brand’s 200-year anniversary, the campaign celebrates the “Scottish-ness” that flows from within Collins; from the entrepreneurial founder, William Collins, to making special diaries for the Queen, to spreading the love of craft and excellence in stationery to the world.
The brand film, created by Superunion in partnership with Lights and Shadows Productions, starts from the brand’s inception in 1819, and highlights key milestones throughout the centuries to the present day. Beautifully designed and highly detailed, the hand-crafted animation style film takes viewers on the journey of Collins, carving its own role in world history using paper as a medium to tell the brand’s story.
Connie Chan, CEO at Nippecraft (parent company of Collins) said: “To celebrate Collins 200-year anniversary, we leveraged our longstanding relationship with Superunion. Once again, they delivered creative excellence and a sense of craft that is authentic to the brand’s heritage. The team combined remarkable passion with their in-depth understanding of the brand story to apply their wide-ranging capabilities in bringing the strategy to life.”
Superunion Client Director Danley Stone said, “We are thrilled to bring the Collins story to life through these beautiful brand videos, and we feel the quality and creativity speaks to the brand’s impressive heritage and narrative. We’ve enjoyed a long-standing relationship with Collins, developing a trust rooted in strategic and creative direction, allowing us to operate at our most creative level.”
Creative Director Scott Lambert added: “It’s a pleasure to work with the team at Collins; they are receptive, collaborative and ambitious. The brand has such rich heritage – the ideas just create themselves.”
The outdoor and social-led campaign will be launched in Singapore, UK, Australia and Japan and includes a series of brand films and limited-edition notebooks.
Scott Lambert – Creative Director
Pete Tong – Designer
Danley Stone – Client Director
Ang Puay Lin – Client Manager
Calvin Tng, Lights & Shadows – Executive Producer
Teng Yeow Chua, Lights & Shadows – Technical Director
Claudia Wee, Lights & Shadows – Producer
Low Waileng, Lights & Shadows – Director and Compositor
Selamat Zhang, Lights & Shadows – Asst Technical Director
Ng Jia Hao, Lights & Shadows – Character Design
Prihardimansyah, Lights & Shadows – 3D Artist
Rofiq Alfata, Lights & Shadows – 3D Artist
Teo Hong, Lights & Shadows – 3D Artist
Richard Glenn Abcede, Lights & Shadows – 3D Artist
Hillary Yeo, Lights & Shadows – 3D Artist
Ignatius Wong, Lights & Shadows – Animator
Lim Ngo Hock, Lights & Shadows – Animator
Cheryl Lim, Lights & Shadows – Animator
Kelvin Lee, Collins – Head of Marketing
Kyson Xu, Collins – Brand Manager