The IM Leather Paper campaign promotes a rather unique product. Although the existence of leather paper may seem strange to some, it probably has a lot of use in both the real and artistic worlds. For those who do find uses for such stationary, the more realistic it is, the better. That is exactly what the ad campaign advocates at least. It reads, "Close to real."
Conceived and executed by the Draftfcb ad agency branch based in China, the IM Leather Paper campaign revolves around images of what appears to be real animals including a crocodile and camel. Of course, upon closer inspection, it becomes obvious that the animals are far from real. The giveaway is the turned down edge of one of their body parts, which reveals the paper back.