Company: UPM North America, Westmont, Illinois
Company Description: UPM North America comprises the North American operations of global paper and forest products company UPM, and is the continent's third-largest supplier of lightweight coated paper to magazine and catalog publishers, retailers and printers.
Nomination Category: Corporate Film or Video
Nomination Sub Category: Internal Communications

Nomination Title: "The Donald" Takes On the BHAG

   1. The date in 2005 on which this nominated production was first distributed or otherwise made public:

Aug. 18, 2005

   2. Briefly describe this entry’s communications objectives and how it met those objectives (up to 100 words):

The production was the finale of the Company’s annual employee forum. The goal was to inspire employees after a difficult year and daunting future challenges. It centers on a parody of “The Apprentice” TV show, featuring the Company’s president as Donald Trump and employees as “Apprentice” contestants. A survey completed after the event by 77% of attendees showed  67% of respondents were “much more optimistic” or “more optimistic” about the company’s future afterward and 82% said the production “makes me feel more engaged and a part of UPM NA.” Almost half offered comments about how it helped foster camaraderie.

   3. List the appropriate creative and production credits for this nomination: Advertising Agency/City: Client: Art Director: Cinematographer: Creative Director: Designer: Director: Illustrator/City: Music Producer/City: Photographer/City: Printer/City: Producer: Production Company/City: Programmer: Writer: Web Development Firm/City:

Advertising Agency/City: 2-by-4 Communications, Chicago, Illinois
Client: UPM North America
Cinematographer: Frank Held
Creative Director: Jessica Pohren, Adam Von Ohlen
Designer: Andy Cullen
Director: Rebecca Theim and Frank Held
Writer: Rebecca Theim, Jessica Pohren and Adam Von Ohlen