Are These Ads Worth the Paper They're Not Printed On?
A campaign to promote the value of using paper is turning to everyday situations to make its point after spending more than two years at the office. The switch in subject matter began last week, when the Domtar Corporation and its agency, the Charlotte, N.C., office of Eric Mower & Associates, added four video clips-cum-commercials to the campaign, which carries the theme ?Paper because.? The humorous videos are billed as entries in a series of ?Really, Really Short Films? that started with the introduction of the campaign, which is aimed at so-called thought leaders in fields like business and education, in September 2010.