The New York Times interviewed EMA Partner and Creative Director Patrick Short for a story about how social media terms are increasingly appearing in advertising as brands seek to tie products and services to pop culture. The article, “Ads that Speak the Language of Social Media,” appears in today’s print edition and online.
In the story, advertising columnist Stuart Elliott cites an ad EMA created for Domtar for its social media reference. “Paper because all this social media might be making us less social,” reads the headline for a Domtar print ad promoting paper. The ad is part of the award-winning PAPERbecause campaign.
This marks the second time in a month The New York Times has interviewed Short and featured the PAPERbecause campaign. In February, it was a Campaign Spotlight about a new series of videos.
In today's article, Short said it’s important for Domtar to “strike a balance” between pixels and paper.
“Hanging a kid’s drawing on a refrigerator may be better than trying to pin the iPad to the fridge,” he said.
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. The campaign won Best of Show at the Business Marketing Association (BMA) of New York City ACE Awards; three awards from the BMA’s B2 Awards; and awards from the Association of Independent Creative Editors and the Printing Industry of the Carolinas. The Graphic Arts Show gave Domtar its “Positively Print” award in recognition of the variety of ways print effectiveness is being promoted through the campaign.