To update its award-winning PAPERbecause campaign (www.paperbecause.com), Domtar Corporation today announced a new series of videos that take a humorous approach to highlight the irreplaceable value of paper.
February 19 2013, Domtar Press Release
To update its award-winning PAPERbecause campaign (www.paperbecause.com), Domtar Corporation today announced a new series of videos that take
a humorous approach to highlight the irreplaceable value of paper.
The 30-second spots mark the third wave of videos in
the campaign that showcases the effectiveness and sustainability of
paper. While the initial videos featured satirical office settings and
exaggerated pressures to go paperless, the four new videos bring that
comedy to everyday situations, ranging from a bridal shower to a
- A husband disappoints his wife on their anniversary by choosing to
send an e-card instead of a paper card with a handwritten note.
- A woman at a bridal shower receives a hideous vase, but she’s
relieved once she locates the receipt, showing how paper can make any
gift the perfect gift.
- A man using his home computer can’t get his new router to work
because there are no paper instructions, and he cannot log on to
download the PDF.
- A waiter at a restaurant butchers his customers’ orders by not writing them down.
The videos will debut in March on the websites of the New York Times, National Geographic, and other news media resources. They will also be featured on paperbecause.com, domtar.com, youtube.com/paperbecause, and facebook.com/paperbecause.
“The PAPERbecause campaign has always promoted the
responsible use of paper and the need to balance print vs. pixels, and
we wanted to illustrate several instances of when paper is the most
effective way to communicate on a logical and emotional level,” said Paige Goff, Domtar’s Vice-President of Sustainable Business and Brand Management. “Our previous office videos reminded people how Domtar has long been a leader in sustainable paper production, but with the new videos, we wanted to focus on everyday life.”
Since PAPERbecause debuted in 2010, it has won many awards from the public, the print industry and marketers.
“We’ve been very pleased with the recognition
PAPERbecause has received, and we think it speaks to a bigger point,”
Goff said. “Even after 2,000 years, there are times when no substitute
for paper will suffice.”