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LenzaTop is a 100% recycled paper launched by MAP Belgium in 2002. Visionandfactory designed the brand, the launch campaign and the paper swatch. Dirty and worn out shoes became the metaphor. All of this was photographed in different settings, as a credo that a smooth and clean environment does not necessarily lead to innovative ideas. 'Always recycle your old & dirty shoes! Especially if you're a manager!

Design by Marcel Lennartz. Art direction by Hugo Puttaert. Photography by Bjorn Tagemose, stylism by Diane De Belder, © visionandfactory (2002).