As the largest manufacturer of paper in North America, Domtar’ s business was facing pressure from a rising supply of imports, offered at lower prices due to the lack of environmental standards. To combat this, Domtar launched Paper Made Here in early 2015, a communications platform designed to convey Domtar’s longstanding history as a trusted leader in sustainability, transparency and reliability, while also stressing the social, economic and environmental importance of purchasing paper made in North America. The North American paper industry supports hundreds of thousands of local jobs and strengthens the U.S. economy. In the face of a dramatically increasing supply of imports, Domtar wanted customers to ask themselves the important question: “Where does my paper come from?”
For the launch of Paper Made Here, Ogilvy recommended creating a video series that would examine the personal stories of the North American paper industry. The first video in the series, entitled A Portrait on Paper, looks at the life of one of Domtar’s own employees based out of its Marlboro paper mill. This video is a personal and powerful way to experience and share the Paper Made Here story.