1. The Starting Point

Otava, awarded Family Business of the Year 2024, is a publishing company dedicated to strengthening the Finnish language, culture, and the joy of learning. At its annual event for employees and stakeholders, Otava emphasized that responsibility isn’t just a buzzword—it’s about meaningful, tangible actions benefiting the community and the environment.

Part of the Otava Group, which includes Otavamedia, Otava Printing House, Suomalainen Kirjakauppa, and Otava Learning, the company consistently integrates sustainability into every aspect of its operations.

The event, marked by an atmosphere of dignity and in-depth discussions, inspired the creation of a video highlighting Otava’s values and sustainability efforts. “Sustainability topics can sometimes feel dry to grasp, but video allows us to present even weighty facts in a structured, engaging, and approachable way,” says Otava’s video and podcast producer Sanna Grav. “The aim of Otava’s sustainability video was to stand out from the speeches with a visually impactful and captivating approach.

2. The Solution

At Otava, the journey of a book—from the initial idea conceived in the author’s mind to the reader’s eyes—has become a highly refined process over more than a century. Throughout this journey, responsibility is considered at every stage, with a focus on domestic production, community well-being, and both economic and ecological responsibility. Every stage of the reading experience requires unwavering collaboration and interdisciplinary expertise to succeed.

The client for the video, Otava’s Head of Communications and Marketing, Kirsi Tähjänjoki, had a clear vision for the content from the start: “In 2024, the significance of environmental and social responsibility became even more pronounced. We wanted to be at the forefront, communicating our goals and achievements. The idea of illustrating the story of an Otava book came from the desire to present it in a visually engaging and approachable way.”

The video planning process began by reviewing Otava’s sustainability report. The goal was to present concrete figures and facts in a human-centered, storytelling manner. “Since collaboration and teamwork are key at Otava, we invited employees from across the organization to participate. We received positive feedback about the filming arrangements, with participants reporting that it was an enjoyable break from the usual, increasing both professional pride and respect for colleagues’ work,” reflects Sanna Grav.

Kirsi Tähjänjoki also praised the collaboration: “Working with you has been extremely smooth, flexible, and productive. The team has been professional and committed to the project.”

Watch the full Journey of the Book video below!

3. The Results

Although the Journey of the Book video was originally created with the company’s annual event in mind, it has since been used more widely as part of Otava’s sustainability communication. “The video has been featured on various platforms, such as our website, social media, and at different events. It has reached a wide audience and gained many views, which shows that it has successfully and effectively engaged viewers,” reveals Kirsi Tähjänjoki.