Building on the award-winning “Paper Because” campaign, Eric Mower + Associates created a series of new short form comedies for Domtar Corporation that promote the importance paper plays in our lives.
The five newly released “Really, Really Short Films” have already garnered more than 140,000 views on YouTube. The videos also appear on www.PaperBecause.com, Domtar.com and social media sites. Watch them here.
The satiric videos emphasize that even in today’s digitally-dominated marketplace, paper is still an important product and highlight that using paper responsibly is sensible for business and is an environmentally sound choice. The spots take a humorous look at office situations where the pressures to go paperless are taken to ridiculous lengths.
In early 2012, new print ads will launch in trade and consumer media—including National Geographic, The New York Times and Fast Company—while the videos and banner ads will appear on a variety of targeted news and business websites.
Since Domtar unveiled the EMA-created Paper Because campaign last year, it has earned numerous awards and recognition from marketing, paper, printing and graphic design organizations and publications. The campaign won Best of Show at the Business Marketing Association (BMA) of New York City ACE Awards; three awards from the BMA’s B2 Awards; and awards from the Association of Independent Creative Editors and the Printing Industry of the Carolinas. The Graphic Arts Show gave Domtar its “Positively Print” award in recognition of the variety of ways print effectiveness is being promoted through the campaign.