CHARLOTTE, N.C.― Domtar gave comic fans a unique opportunity to meet one of the “founding fathers of comics” at this year’s Comic-Con International Convention. Who were fans introduced to? PAPER.
A short video capturing PAPER’s journey through Comic-Con not only shows-off his likable personality, but also highlights the effectiveness and sustainability of paper. The massive 8-foot costume, marked with #StartedOnPaper, is a new part of Domtar’s award-winning PAPERbecause campaign developed by Eric Mower + Associates.
“When we created this concept, we wanted to choose an outlet that allowed Domtar to connect with a unique audience in an unexpected way,” said Eva Langley, senior account supervisor, Eric Mower + Associates. “We were excited for Domtar to get to introduce PAPER at one of the largest pop culture events in the world. It was the perfect place to remind fans that comic books, movie scripts, posters, and more all started on paper.”
The PAPER costume was designed by the renowned Legacy Effects who is credited for film effects in movies such as Jurassic World, Iron Man, and Terminator: Genisys. Fans at the convention were able to take selfies, dance with and even draw sketches on PAPER.
“At an event with such a carnival atmosphere and so many celebrities, we had to find a way to make a single sheet of paper stand out from the crowd,” said Ruben Lopez, creative director, Eric Mower + Associates. “We worked closely with Legacy Effects to make sure PAPER did just that. From using Google Glass technology so that our person in the costume could see out but people couldn’t see him to casting an improv actor that’s a regular on the Jimmy Kimmel Show so that PAPER could interact with the fans in a fun way. We were very pleased with how everything turned out.”
Since its launch in 2010, PAPERbecause has been profiled in The New York Times, featured on the front page of USA Today, and, last month, it won a Silver Lion at the Cannes Lions International Festival of Creativity, which is one of the world’s most prestigious annual advertising and communications awards.
“This is a fun way to remind people that great work starts with paper as an integral part of the creative process,” said Paige Goff, Domtar’s vice president of Sustainability and Business Communications. “That’s why we used #StartedOnPaper. Many of the best comic books, for example, stemmed from the imagination, fantasy, adventure and entertainment that originated on paper.”
Check out PAPER’s journey at Comic-Con by watching the full video here.