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

Name	Company	Position
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.