Creation of a Modern Hero

Holmen Paper

Holmen Paper is an international producer of paper for magazines, advertising material, books and newspapers – offering a sustainable and cost-effective product.


We live in a digital world and paper products are being challenged. The big question is: does paper have a place in the future? Along with Chimney, Holmen Paper decided to highlight the magic of paper in a new, quite literal way. To reach our goal, we knew we needed to create a wow-factor to dazzle the target audience.


We created Holmen Paper Magazine – an exclusive print to attract, educate and inspire. Each issue is packed with insights for those who love paper, sustainability, innovation and design. With in-depth interviews, trending themes and off the charts eye candy visuals, we aim to entertain a whole industry. But most importantly – Holmen Paper Magazine is a long-term solution for attracting new customers. It’s a tool for building relations and sparking conversations.


The success of Holmen Paper was immense from the start, and today it’s available in five languages and 50 countries. Two years down the line the results stand for itself: 89 percent of the subscribers thinks that the content is worth reading, 77 percent have a better impression of the company, 64 percent of the target group are more willing to interact. Also, Holmen Paper is an award-winning publication and the subscriber rate is steadily increasing proving that even in a digital era, the love of paper is more global than ever.