# Typographic Papercrafts Owen Gildersleeve Creates Multiple Choice Paper Sculptures for Lactofree By Jordan Sowunmi | Published 2011-05-17 | Marketing Source: Trend Hunter, https://www.trendhunter.com/trends/owen-gildersleeve References: [lifelounge.au](http://www.lifelounge.com.au/blogs/luke/hand_crafted-paper-typography-by-owen-gildersleeve.aspx) & [lactofree](http://www.lactofree.co.uk/) London-based designer and illustrator Owen Gildersleeve is an expert at papercrafts. In his latest work for a corporate client, Owen Gildersleeve mixes his knowledge of papercrafts with typography to create a fun and informative typograph for lactose-free dairy company, LactoFree. Gildersleeve’s work is well known internationally. He has been featured in the [New York Times](https://www.trendhunter.com/trends/native), Wired and the Guardian, and he has also done corporate work for companies like Nestea and [Cadbury](https://www.trendhunter.com/trends/my-cadbury-era). The [Owen Gildersleeve LactoFree](https://www.trendhunter.com/trends/short-n-sweet-espresso-martini) ad features “choose your own adventure”-style questions that each person must answer to reach “the land of the dairy.” The ad is comedic, but the highlight is really on Gildersleeve’s skills. Each diagrammatic element was “hand-crafted out of paper and card,” according to Gildersleeve. Click through our gallery to see some highlights from the Owen Gildersleeve LactoFree ad, and visit the official LactoFree website to learn more about its dairy-flavored, lactose-free products. ## Trend Insights (Trend Hunter) - Score: 4.0/10 - Popularity: 63% | Activity: 49% | Freshness: 8% - Audience gender: 50% men, 50% women - Primary generations: Gen Z, Millennial - Top markets: Europe ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Marketing](https://www.trendhunter.com/marketing) > [Branding](https://www.trendhunter.com/branding) ## Key Themes ### Key Themes Behind This Trend - **Paper Sculptures:** Leveraging papercrafts and typography to create unique and engaging advertising campaigns. - **Choose Your Own Adventure:** Using interactive storytelling techniques to increase engagement and brand awareness in advertising. - **Hand-crafted Marketing:** Incorporating the art of handmade crafts to create visually stunning and memorable promotional materials. ### Where This Applies - **Advertising:** Opportunities for brands to create innovative and interactive ad campaigns using paper sculptures and interactive storytelling techniques. - **Dairy:** Incorporating creative marketing strategies, such as handmade paper sculptures, to promote dairy products to lactose-intolerant consumers. - **Graphic Design:** Exploring the potential of papercrafts and typography in graphic design to create visually captivating and unique marketing materials. ## Related on Trend Hunter - [Handmade Dating App Ads](https://www.trendhunter.com/trends/get-paired-with-paird.md) - [Playful Creative Design Billboards](https://www.trendhunter.com/trends/3d-billboards.md) - [Comical Lawsuit-Inspired Campaigns](https://www.trendhunter.com/trends/glebe-farms-oatly-lawsuit.md) - [Oat Milk Fountains](https://www.trendhunter.com/trends/designed-for-humans.md) - [Playful Billboard Campaigns](https://www.trendhunter.com/trends/dreamies-treats.md) - [Meticulous Paper-Stacked Chairs](https://www.trendhunter.com/trends/paragraphic-in-four-stacks.md) - [Paper Curvature Lights](https://www.trendhunter.com/trends/paper-curves.md) - [Accessible Design Campaigns](https://www.trendhunter.com/trends/really-really-good-design.md) - [Puppet-Starring Oat Milk Campaigns](https://www.trendhunter.com/trends/new-norm-al-show.md)