The paper industry — like the mining sector — has its ups and its downs. It has its boom and bust cycles, too.
From the softwood lumber dispute to shrinking paper usage to stiff global competition, North American paper-makers have to find ways of showing their continued relevance in this digital world we live in.
That’s why Domtar Corporation’s stunt at San Diego Comic-Con recently was so spectacular.
Domtar, which bills itself as “the Sustainable Paper Company,” operates pulp and paper operations across the continent, the largest in North America and the second largest in the world.
In an effort to show that paper still matters in the age of the Internet, Domtar took it to the people. The company created a mascot: A massive eight-foot sheet of paper (with the hastag #StartedOnPaper printed on it) and took it to Comic-Con, one of the world's largest pop culture events where more than 130,000 fans gather every summer for the event.
Fans seemed to love it. It’s a little odd to see fans in costume excited by a person dressed up as a sheet of paper, but go with it.
Check out the video.