Can you deflect a global market challenge in 5 words?

I was walking to work this morning (after writing my Apologia to the Blogosphere for last night’s rant & rave), and out of the corner of my eye I caught a passing delivery truck with a large soft panel bearing a promotional message for a printing company.

“Plus que du papier.  Print.”  More than paper.  Print.

Imagine the challenge you face if you are in the print industry today.  The butt of carbon footprint jokes, the scourge of the global climate change movement.  “People who consume paper are ravaging our wilderness.”  Though printers rarely consume paper except at the behest of their customers, it must just the same be extraordinarily painful to be a printer in the current climate, so to speak.

I’ve always believed that outdoor is the most challenging medium.  In few words, with the opportunity to capture attention which is measured in milliseconds, how do you inspire minutes of follow-on reflection and reaction?

“More than paper.  Print.”  This firm’s  job is to help you communicate.  The paper is a detail.  An important one, an interesting one, an emotion-laden one.  But for me these five words effectively persuaded me to rethink the role of the printer… and to stretch the category in my own mind.

I find this extremely compelling outdoor copywriting.  I did a Google search, but found no reference — and I did not see the panel long enough to capture the company name — another hazard of outdoor.  Do any of my Swiss readers have a tip on whose great work this was?