UPM has collaborated with six brands and publishers across Europe to discover what paper means to their companies and marketing communications activities.
The series of six short films feature magazine publishers, worldwide media agencies, travel operators, designers and a high street retailer.
A new film will be launched every month on the UPM Paper Europe and North America website www.upmpaper.com – the first of which is with editor-in-chief of Wallpaper* Magazine, Tony Chambers.
Commenting on the debate between digital and print Chambers says: “I’ve noticed much more interest in how you use paper and how you use ink on paper, and experimenting with getting more from it. Because if you’re going to invest in putting your content into paper, then you need to make the most of it and I think there’s a real renaissance now in how content is delivered on paper.”