Paper and packaging are a big part of our lives. So what happens when they are brought to life?

That’s exactly what the Paper & Packaging Board wanted to find out. In their “Paper & Packaging – How Life Unfolds” campaign, they have revealed two new animated characters to 1.) strengthen the connection with consumers and 2.) drive their mission.

“Paper and packaging products are prevalent in our lives. It was our goal to create highly-relatable characters to represent the vital roles that paper and packaging play for each and every one of us,” shares Mary Anne Hansan, president of the Paper and Packaging Board, in the press release. “We launched the ‘Paper & Packaging – How Life Unfolds’ campaign in 2015 and we are thrilled to introduce these new characters to help consumers nationwide recognize and remember the value of paper in their everyday lives.”

The characters have already made their debut in a variety of ways – commercial ads, social media, and print platforms – so be on the lookout as they continue to remind us of the value they provide.

Today, meet Paper.