We love it. We need it. We want more of it.
Domtar and their agency partner Eric Mower & Associates are back for more “Paper Because” antics, this time concentrating on paper usage outside of the workplace.
We were spurred to write about it because the NY Times questioned the creativity of the campaign, proposing that Domtar may have taken the easy road with a a spin off of their original campaign.
Sure, the theme, messaging, and overall look and feel are the same. It is even housed under the “Paper Because” umbrella. But Domtar switched their focus from a B2B sell to the B2C sell. Smartly, they saw that the consumer market is to not be ignored, especially as our society becomes more entrenched in the abundance of digital technologies seeking to make our lives more efficient.
The theme is clear: There are certain occasions when there is no replacement for paper.
With top-notch creative and a humorous twang, we say that Domtar aced their “Paper Because” campaign once again. As a printing company, we can’t help but to cheer when a paper company makes a point against anti-paper crowds. Go paper!
Here is our favorite video.
[youtube http://www.youtube.com/watch?v=rKJddr_Ki_Y?list=PL182FB75041BA7DC8&w=560&h=315]
By +Maggie Young
