Eric Mower + Associates received recognition—including a first-place award—in three categories in BtoB magazine’s Best Creative competition. Winners are featured in BtoB’s Oct. 15 issue and will be honored at an event on Nov. 13 in New York City.
Domtar Paper Hotspot Earns First Place
The Domtar “Paper Hotspot” took top honors in the Non-Traditional category. This first-place win makes the Paper Hotspot a contender for the prestigious Best of Show award, which will be announced live at the award ceremony.
EMA helped Domtar launch a truly wireless hotspot that quickly became a highlight at South by Southwest, one of the world’s largest interactive festivals. The Paper Hotspot was an oasis of comfy couches, a fireplace and bookshelves filled with books, magazines and sketchpads. People stepped inside to unplug, sit down and interact with paper.
It created a lot of social media buzz, with many SXSW attendees and media tweeting about it, and one person calling it “#GeniusMove.” The Paper Hotspot was also a finalist at the 2013 Cannes Lions International Festival.
BtoB called it “brilliantly conceived … the perfect refuge. 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.”
Domtar Short Films Takes Second Place
EMA came in second place in the Online Video category for “Waiter,” part of the Domtar PaperBecause campaign. The 30-second spot is part of a third wave of Domtar’s “Really, Really Short Films,” which take a humorous approach at highlighting the irreplaceable value of paper. In “Waiter,” which BtoB called “hilarious,” a restaurant server butchers his customers’ orders by not writing them down.
Since Domtar unveiled the EMA-created PaperBecause campaign in 2010, it has earned numerous awards and recognition from marketing, paper, printing and graphic design organizations and publications. Earlier this year, it was profiled by The New York Times.
TimberTech Mobile App Earns Honorable Mention
EMA earned an honorable mention in the Branded App category for the “TimberTech Deck Guide” iPad app. An ideal presentation tool for contractors, the app includes several colors for users to design a deck and railing color combination that is shareable. Contractors can save designs or upload their own deck photos to share with homeowners. Images can be tagged and organized in project folders.
BtoB said the photo gallery is “what sets this app apart.”
BtoB’s annual Best Creative Awards competition honors creative brilliance in b-to-b marketing. Work is judged by BtoB’s editorial team. Last year, EMA won Best of Show for a global ad campaign, “Valve Animals,” for GE Energy’s Masonelian and Consolidated valve solutions.
“Our creative goals are to help build campaigns that are meaningful, memorable and relatable,” said Chris Steenstra, managing partner of EMA Group B2B. “Kudos to our clients, who embrace the creative thinking necessary to stand out in today’s crowded marketplace, and to our teams who are helping build our clients’ brands and engage their customers through outstanding work.”