The main things that grabbed me about this brief was the way that it suggests quite a hands on approach, which is always the way I like to work. I also like the way that the fedrigoni brand is quite minimal and edgy which in the past I have had trouble re creating. So, I guess I am saying that I like a challenge. The first thing that caught my attention was the term 'marketing tool', I need to understand what exactly this means and how best to design for this use. The background information seems to focus on the idea of italian heritage and the pure quality that underlines the whole product range as embodied by the true black that the paper manages to achieve. The audience for this campaign is mostly design and art based and this is really what interests me because it means that I can do something beautiful, simply because the product is beautiful to the customers. Also because they are presumably well versed in many aspects of design i could do something quite specific and niche.