Domtar Paper, makers of Cougar and the PaperBecause campaign, made a scene at this year's SXSW Conference in Austin, Texas. The SXSW interactive, film and music festival celebrates all things digital and is one of the largest interactive conferences in the world. In the middle of this, Domtar Paper made a statement, much to the joy of the attendees. They created a "Paper Hotspot" with rugs, couches, sketchbooks, and reading material. Paig Goff, Domtar's VP of sustainable business and brand management had this to say about the hotspot:
"We wanted to be at South by Southwest because that’s where you always see some of the most creative ideas from some of the sharpest minds, and it was interesting to see how people responded to the Paper Hotspot. No matter what people were working on, and no matter how fast they were working, this reinforced the studies that show whether you’re an executive or a millennial, people prefer to read on paper, and it’s faster to read on paper. We thought the Paper Hotspot would be a fun, new way to highlight a key message. Even after 2,000 years, paper has a place, even more so in a digital age—it remains a purposeful, personal and environmentally responsible communication medium."
Take a look. It stole the show.