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.
The first batch of videos, as well as the second, released in December 2011, offered viewers wacky vignettes that occurred at a workplace where a crusade to go “paperless” was carried to extremes. For instance, in one video, titled “Black Market,” an office worker begs her colleague for “more of that stuff you got me last week,” which turns out to be 20 sheets of paper.
