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A new angle for paper, taking its place in a Wi-Fi society

from The New York Times

An effort by a giant papermaker to promote the value of using paper is turning to everyday situations after spending more than two years at the office. The switch in subject matter recently began, when the Domtar Corporation and its agency, the Charlotte, N.C., office of Eric Mower & Associates, added four video clips-turned-commercials to a campaign that 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, aimed at so-called thought leaders in fields like business and education, in September 2010. more

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