Augmented Softness


Regina Soft Bamboo UK
Sofidel Group


Consumer Goods
Paper Industry


Content Strategy
Social Media Strategy
Video Editing

Take a look

We developed a new creative campaign for Regina Soft Bamboo by focusing on its key attribute of softness to build a new campaign in which creativity is enhanced by experimentation with technology.

Established in 1966 and operating in 13 countries, Sofidel Group is a global leader in the production of paper for hygiene and household purposes. In early 2023, the company launched its first Regina Soft Bamboo branded products across several European nations. For the 2024 re-introduction to the UK market, Sofidel wanted to go big.
The concept “Release the Softness” embodies Regina Soft Bamboo’s dedication to enhancing everyday comfort.

How did we convey this message?

We tapped into a current trend, the use of CGI technology, in order to showcase Regina Soft Bamboo’s softness on a grand scale at one of London’s most iconic locations: Piccadilly Circus.

In an impressive visual display, a gigantic roll of Regina Soft Bamboo appears to emerge from the screen, effectively delivering the campaign’s message: “Release the Softness”.
Inspire + Transform +Inspire + Transform +Inspire + Transform +
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