How does a 175-year-old company celebrate the past and build excitement for the future?
Creative Idea:
Domtar is a company with a long and storied history, having manufactured everything from railroad ties to chemicals over the years. Today, they are a leading producer of paper, packaging, and pulp. But what sets Domtar apart is their remarkable ability to adapt and evolve with the times. This spirit of innovation and reinvention is at the core of their identity. To capture this essence, we developed a vibrant and youthful campaign that celebrates Domtar's unwavering commitment to their values which have remained constant since 1848.
Culture Guide Illustrations
Print advertising
Results:
The campaign was a resounding success, achieving the objective of generating enthusiasm both internally and externally for the company's past, present, and future. It received extensive acclaim from employees, partners, customers, and the communities Domtar calls home. As a result, Domtar increased brand awareness, boosted employee morale, strengthened partnerships, and made itself even more desirable to potential recruits.