Creation of a Modern Hero
“Chimney and Holmen Paper have created an intriguing and inviting paper sample concealed as a magazine…Brilliant idea, execution, and stunning product“
-Pearl Awards Jury on Chimney’s GOLD win for Best Print Publication
Holmen Paper, an international producer of paper for magazines, advertising material, books, and newspapers was searching for a new way to reach potential print clients. With the challenge of working within a “shrinking” industry, we were tasked with reaching the specific target audience of producers and publishers and showing the various ways paper could be utilized.
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 think 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. The Pearl Awards Jury had this to say about the winning magazine:
“Chimney and Holmen Paper have created an intriguing and inviting paper sample concealed as a magazine. The inventive eye-catching design and unconventional content compel the reader to explore the various masterfully conceived and executed stories. This attraction is achieved through sophisticated color, typography, and graphics, artistic photography, and full-bleed, full-spread illustration in an oversized non-conventional size on an uncoated newsprint-like paper. The message comes through loud and clear that innovation and sustainability are key, and print does matter.”
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.