paper-board can be, International Paper spanned a canyon with a bridge made of paper-board – and then drove a heavy truck over it. The Paris office of Ogilvy & Mather demonstrated the strength of a client’s glue by applying it to the soles of the announcer’s shoes and hanging him upside down from the ceiling – from which position he delivered his sales pitch. A successful example of using a character to reinforce the authenticity of your product.