METSÄ PRO NEMUS INNOVATION CENTER
Title | METSÄ PRO NEMUS INNOVATION CENTER |
Brand | METSÄ GROUP |
Product/Service | METSÄ WOOD PRODUCTS |
Category |
B03. Experience Design: Multi-platform |
Entrant
|
MKTG Helsinki, FINLAND
|
Idea Creation
|
MKTG Helsinki, FINLAND
|
Idea Creation 2
|
GREAT APES Helsinki, FINLAND
|
PR
|
MKTG Helsinki, FINLAND
|
Production
|
GREAT APES Helsinki, FINLAND
|
Production 2
|
MEDIAMONKS Amsterdam, THE NETHERLANDS
|
Credits
Anni Silamo |
MKTG |
Senior Account Director |
Laura Hyvärinen |
MKTG |
Executive Producder |
Jani Nummela |
MKTG |
Creative Director |
Julius Meriläinen |
MKTG |
Designer |
Jaakko Koskinen |
MKTG |
Copywriter |
Noora Maijala |
MKTG |
Producer |
Valtteri Santala |
Great Apes / HiQ |
Account Director |
Niko Sipilä |
Great Apes / HiQ |
Creative Director |
Maarit Kotiranta |
Great Apes / HiQ |
Designer |
Mikko Sairio |
Great Apes / HiQ |
Managing Director |
Mikko Saario |
Great Apes / HiQ |
Lead Developer |
Teemu Huttunen |
Great Apes / HiQ |
Senior Developer |
Sami Reinilä |
Great Apes / HiQ |
Senior Developer |
Mikko Matinaho |
Great Apes / HiQ |
Developer |
Describe the creative idea
The creative idea was to be just as bold and innovative as Metsä themselves are.
The Metsä biomill is the first of its kind: it harnesses a next-gen process of wood processing that has never been achieved on this scale before. The mill does not use any fossil fuels at all. In fact, it produces energy in excess of its own needs and actually powers other mills. It's literally something from the future.
We knew that in order to tell the story of a cutting-edge operator, you need to be cutting-edge yourself. We felt strongly about being just as innovative in our storytelling as Metsä is in their business.
Whatever we would do, we'd have to match Metsä in terms of innovation. This is simply it. We knew that if we could do that, we could tell the Metsä story the way it deserved to be told.
Describe the execution
We built over ten digital experiences that are all innovative in one way or another.
And they are all integrated into the building. Actually, to be more precise, the building was designed to house these experiences, so it's really the other way around: the building is integrated into the experiences.
This is what really sets Pro Nemus apart. We didn't just go and put up a couple of displays to a building that already existed. The whole building was designed by architects to facilitate these digital experiences. Then it was really built from the ground up.
There's a pathway that leads to our Photo Booth utilizing an iPhone and the iOS Depth API for real-time green-screening, there's a dark room built just for a video-projected, touch-driven space where you activate the forest by body movement.
The physical is really integrated into the digital, creating a never-before-seen complete experience.
Please check out the videos and photos on the case site (metsapronemus.com) to learn more about the execution.