The Beyond Fossils Platform. A purpose turned into a communications platform, told in four films for four audiences.

To bring UPM’s purpose, “We create a future beyond fossils”, to new audiences, we turned it into a communications platform. Together with UPM, we broke the narrative into four content streams, each a long-form film for one key audience in UPM’s main European markets: We Create, the story in employees’ own words; The Choice, boiling everyday choices down to the one that matters, fossil or renewable; Material World, making material transformation tangible for B2B decision makers; and The Goodbye Letter, a personal farewell to fossils for younger audiences. Every stream led back to the platform site, where the story came together: emotional long-form storytelling, against the conventions of the industry.

• 59%reach among sustainability-minded B2B decision makers in the UK and Germany