Orange Productions was honoured to produce the official launch of Oji Fibre Solutions to the world. It was a beautiful lunch time event on the grounds of the Consul General of Japan in Auckland that brought VIPs from Japan and New Zealand together to celebrate a bright new brand borne out of two companies with global reputation and respect.
When the renowned Japanese brand Oji Holdings and Innovation Network Corporation of Japan (INCJ) joined forces to purchase iconic New Zealand business Carter Holt Paper & Pulp, cultures were joined together. These were not just the cultures of Japan and New Zealand, it was also the cultures of three organisations known for market and category leading products.
The new company that was produced – Oji Fibre Solutions, had a new focus and a brand new brand. The new focus that Oji Fibre Solutions had that differed from previously was in marketing and PR.
Orange’s challenge was to bring this new brand to life in a way that embodied the bolder approach of the exciting new brand whilst keeping the core values that made Carter Holt Harvey Paper & Pulp great.
Tones and values we were looking to produce included innovation; refined elegance to match the brand voice and surroundings; thoughtful and engaged hospitality.
Orange worked closely with OJI and the Japanese delegate staff to ensure that cultural, VIP and corporate protocols and expectations were observed to the finest detail.
Fortunately launching it in the stunning surroundings of the Consul General of Japan meant that expressing these tones and values was inherent in the environment.
Challenges included the site – the Japanese Consulate had held events in the past, but was still a “Greenfield site”, so required hospitality and event equipment as well such as site ovens and washrooms.
HE Mr Toshihisa Takata - Japanese Ambassador to New Zealand; Hon Steven Joyce -Minister of Economic Development; Yoshitaka Yokoyama - Consul General of Japan in Auckland; Dr Jon Ryder, CEO Oji Fibre Solutions; Mr Hiroyuki Isono – Chair of Oji Fibre Solutions.