Brief & Response
The Client brief: Following extensive product development, Signal was able to run on press like an 80gsm bond, dispelling printers experiences that carbonless papers were "flimsy".

Our response: To mark the launch, Signal became Signal Plus and this campaign was designed to differentiate the new product from flimsy carbonless papers. By comparing examples of old and new, Signal Plus is positioned as the clear leader in carbonless paper technology. Other comparisons included Maclaren F1 and Austin A35, Space Shuttle and Biplane, old and new telephones.