Red Paper Heart is an interactive installation design studio whose mission statement is simple: to create moments of joy for their audience through the synthesis of wonder and beauty. Besides leaving us all with the warm-fuzzies, the team at Red Paper Heart explained to us how untraditional advertising can be extremely successful in building an emotional connection between their work and their audience, and expanded what I know to be the bounds of advertising. 

Because Red Paper Heart’s installations are not typical of what most clients look for in an advertisement for their brand, they must often present ideas that are new and unusual, which can be perceived as risky to a business that relies on stability and concrete data for success. Despite this, RPH believes that if your idea makes your audience nervous (within the bounds of personal safety), that is a sure sign that you have come up with something novel and original, and you should pursue it.  

Haley Koch // From 05/09/2018