Agency: Eric Mower+Associates, Syracuse, N.Y.
Campaign name: Paper Hotspot
Launch date: March 2013
Why we liked it: Paper may be decidedly old-school, but at the SXSW conference—ground zero for the techno-savvy interactive set—it found a remarkably receptive audience. Domtar's brilliantly conceived Paper Hotspot booth at the conference was an oasis of bookish civility amid all the beeping, blinking screens and handsets. The Domtar booth, replete with old rugs and comfy chairs, was the perfect refuge where 20-something show-goers, discouraged from using their electronic devices, could simply read, draw or doodle—on paper, of all things. Presenting a target audience with something unexpected is dependable way to catch their attention; in this case, the contrast between the high-tech intensity of the show floor and the mellower pace of the book-lined study was inspired.