“Paper” Creative Spec Work

Much like the Pork Council is responsible for “the other white meat” messaging, EMA was asked to develop spec creative to promote the paper industry. Because of its declining use in the modern, digital world, this concept centered around the notion that all good ideas are born on paper, whether they end up there or not. “Born on paper” became the tagline and foundation of this pitch, which highlighted some of the mankind’s most amazing contributions, from Martin Luther King’s “I have a Dream” speech to the invention of a robotic arm.