Domtar’s “Paper Hotspot” at South by Southwest has been named a finalist for an award at the Cannes Lions International Festival of Creativity, the world’s most prestigious annual advertising and communications awards honoring marketing excellence.
More than 34,000 entries – including the world’s biggest brands – are showcased and judged at the Festival, held in Cannes, France, every year.
Domtar is one of two finalists in the Business Products & Services category. Eric Mower + Associates helped Domtar launch a truly wireless hotspot that quickly became a highlight at one of the world’s largest interactive festivals. Here’s how the “Paper Hotspot” worked:
In the middle of a conference with flashing lights and loud music to promote new websites, video games and startup ideas, the “Paper Hotspot” was an oasis of comfy couches, a fireplace and bookshelves filled with books, magazines and sketchpads. People halted and stepped inside to unplug for a moment, sit down and interact with paper—which some of them did for as long as 30 minutes.
See how people enjoyed the Paper Hotspot in this video. The Paper Hotspot created a lot of social media buzz, with many SXSW attendees—including the media—tweeting about it, and one person calling it “#GeniusMove.”
The Cannes honor marks the latest accomplishment for Domtar’s PAPERbecause campaign. The effort to showcase the effectiveness and sustainability of paper has also been written about by The New York Times, honored by readers of Newsweek, profiled in Communication Arts and a series of videos done as part of the campaign has been viewed more than half a million times on YouTube. PAPERbecause has also earned numerous awards and recognition from marketing, paper, printing and graphic design organizations and publications.
“This is a tremendous honor, and it’s an example of how we’re always thinking of new ways to highlight our clients’ key messages,” said EMA managing partner Matt Ferguson. “Paper is not a new product, obviously, but even in a digital age, it remains a purposeful, personal and environmentally responsible communication medium.”