MAP2030: Five Years In
An internal film marking five years of the sustainability framework, one honest update on where we are and why some targets are being refreshed.
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Five years into MAP2030, the honest answer is "it's complicated."
MAP2030 is the group's sustainability commitment. Five years in, some targets were on track, some were being refreshed, and that nuance is easy to lose in a report. The business needed a film that told employees, plainly, where things actually stand and why a few goals are changing, without spin.
It had to carry weight, this is the CEO speaking, but still feel human enough to hold attention on an internal channel.
Everything on the visual and production side, the creative treatment, the filming, and the full edit and post. The script came from the business; the work was turning it into something people would actually watch to the end.
Three voices: CEO, Head of Sustainable Development, Chief People Officer.
The CEO and Head of Sustainable Development were filmed on location on an iPhone 17 Pro Max. The Chief People Officer could not attend, so her segment was captured remotely over Microsoft Teams and screen-recorded by another team, then cut into the same narrative.
Each leader worked to a script, so the three cut together as one story rather than three separate talking heads: the why, where things stand, and what it means for people.
Continuity was the strategy. The film carries forward the hand-painted brushstroke style from MAP2030's 2020 launch, so the update reads as progress on a plan people already know, not a relaunch to relearn.
The framework draws itself in one component at a time: each of MAP2030's three pillars painted as its own brushstroke, with the pins and icons layered on top, timed to surface as the Head of Sustainable Development walks through them.
Paced so the message lands fast and the three voices feel like one conversation. Colour graded in the same pass, with operational b-roll plus a few free stock clips from Pexels mixed in to break up the talking heads.
The framework was traced over the original and animated with a mask stroke-fill, white lines draw on first, then colour floods in, timed to the voiceover. Plus lower-thirds, target callouts and transitions, all on brand.
Exported for PlanetMondi and Engage, with captions burned in so it plays with the sound off in autoplay feeds. Kept tight and mobile-friendly for people watching between shifts, not at a desk.
A film only works if people press play. This custom thumbnail borrows the YouTube-interview look, three familiar faces and a bold hand-drawn title, so it reads as something worth watching rather than another corporate upload.
Published across Mondi's internal channels, so it reached employees where they already are.
Set against Mondi's full 24,000 workforce, about 7.8% watched the film, right inside the 7 to 15% engagement band that large internal distributions typically see.
Benchmark: PoliteMail 2024/2025 Internal Email Communications Benchmark Report, which reports click rates of 7 to 15% for distribution lists over 1,000 employees.
A sustainability update is exactly the kind of content people scroll past. Giving it real faces, an honest tone and a tight cut is how a whole company actually takes in a target change, communications doing its job through craft.
Produced for Mondi Group as part of a communication specialist role. All rights remain with Mondi Group.