Title	INSPIRE
Brand	IGGESUND PAPERBOARD
Product/Service	MAGAZINE AND VIDEO
Category	A02. Creative Innovation (incl. business solutions in association with a brand or creative campaign)
Entrant Company	OTW Stockholm, SWEDEN
Advertising Agency	OTW Stockholm, SWEDEN

Name	Company	Position
Anna-lena Ahlberg	Otw	Editor
Kristian Strand	Otw	Art Director
Thomas Idebäck	Otw	Motion Graphics

The Brief

Swedish paperboard manufacturer Iggesund Paperboard’s inspirational magazine Inspire aims to strengthen the company’s relations with its most important target groups, while promoting the brand, and its premier cardboard brands, Invercote and Incada. Target groups are designers, creators, and people in the packaging and printing industry globally. Produced by OTW, Inspire is published three times a year in six languages.

The primary objective of the magazine Inspire is to show creative, groundbreaking, and exciting technical solutions in design and packaging. The content should demonstrate the infinite possibilities Iggesund premium paperboard offers. The cover, which is always printed on Iggesund paperboard products, is an important sales tool in itself. The editorial idea is that each edition has a theme running through both the content and the graphic expression of the product, which gives each issue a unique look and feel. We aim to continually develop the magazine and challenge the readers, who are experts in the field. When Iggesund planned the first digitally printed cover for its inspirational magazine Inspire, the ambition level was high. The whole issue was devoted to the possibilities of digital print, and apart from the articles it contains, we also opted to “show, not tell” the benefits of digital printing. One of the goals was to produce 22,000 unique covers in a way never done before. Just adding a recipient’s name or a serial number was a bit too easy. More interesting was to start from Inspire’s tradition of using graphics on its cover. The Inspire editorial team created a 16-minutelong film where each frame was then used as a cover – which means that each printed copy of the issue had a cover that was one of a kind. The variation in the printed covers lies partly in the colour fields but also in the spot varnish. The colour field variations by themselves make each cover unique but the varnish patterns also vary. Each cover is also marked with the time code of the particular film frame on which it is based.

Regularly performed reader surveys confirm how appreciated the magazine is in the target group, and how it directly contributes to both top-of-mind awareness of the brand and increased sales. This particular issue got widespread attention in the global business press. Iggesund made offprints, reprints, packaging, and banners for conventions and seminars on the subject of digital printing. Everything supporting Iggesund’s aim to be innovative and in frontline. The magazine and the film have also created new leads. A number of companies have contacted Iggesund after having seen the video. The film is still used for meetings and seminars on digital printing. Inspire #48 is being used longer than any other issue of Inspire before, because of the strong message supported by the video.