Finland-based UPM-Kymmene produces a broad range of papers, from newsprint to fine coated sheets. The client needed a piece that would get attention, exemplify the paper’s superior press performance and communicate a large amount of information in a readable format. Communicating the breadth and quality of UPM’s product offerings and customer service capabilities, the piece was mailed to the target audience as well as distributed directly by the UPM sales force, essentially introducing the company to its prospective customers in North America. The principal message was that whatever story needs to be told, UPM has a paper suitable for the task. Thus, one side of the multifolded piece featured a series of panels communicating the spectrum of editorial and advertising content printed on UPM paper, while the other side featured facts and figures about the company’s operations, history and business philosophy.