International Paper, a $23.6 billion paper producer, wanted to communicate the message that even as the world moves to digital, the best ideas are still created on paper.
Working with agency McKee Wallwork & Co., the company introduced a campaign called "Senseless Robot" at the HOW Design Conference.
The agency partnered with two Japanese inventors to build a robot that created random graffiti art on large sheets of paper lining IP's booth.
"It was the juxtaposition of things that don't go together -- a digital robot creating something beautiful on paper," said Steve McKee, president of McKee Wallwork.
Attendees could win pieces of the artwork by taking pictures at the booth and posting them on Instagram and Twitter. On the first day of the conference, Instagram shut down IP's account because of all the activity.
"McKee Wallwork did an amazing job bringing the creative execution to life and extending the reach through social media," said Tracy Burke, Hammermill brand manager at IP.