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Montreal-based pulp and paper manufacturer Domtar Inc. has undertaken a new advertising campaign aimed at graphic designers, commercial printers, publishers and office supply buyers. The campaign was created by BBDO Montreal. It consists of five print ads in Canadian and U.S. industry trade publications. Each ad depicts a Domtar employee using paper in a fun way. In one execution a sales vice-president eats a bowl of spaghetti using a paper table cover as a bib. In another, a corporate manager at a conference table plays with paper telescopes. The tagline is "A Different Feel." "We aimed to capture the sense of fun, spontaneity and approachability that creates the different feel to the way Domtar approaches its business and customer relationships," said Martin Beauvais, vice president of creative at BBDO Montreal. The campaign will run through February 2003.

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