Title	NEMUS FUTURUM
Brand	METSÄ GROUP
Product/Service	METSÄ GROUP / SUSTAINABLE FORESTRY
Category	D04. Digital Installations
Entrant	MKTG Helsinki, FINLAND
Idea Creation	MKTG Helsinki, FINLAND
Idea Creation 2	GREAT APES Helsinki, FINLAND
Production	MKTG Helsinki, FINLAND
Production 2	GREAT APES Helsinki, FINLAND

Name	Company	Position
Anni Silamo	MKTG Finland Oy	Senior Account Director
Julius Meriläinen	MKTG Finland Oy	Senior Designer
Laura Mutka	MKTG Finland Oy	Producer
Markku Kirves	MKTG Finland Oy	Head of Video
Valtteri Santala	Great Apes / HiQ	Producer, Account Director
Niko Sipilä	Great Apes / HiQ	Creative Director
Constantin Freche	Great Apes / HiQ	Lead Designer
Mikko Saario	Great Apes / HiQ	Lead Developer
Mirnes Selimovic	Great Apes / HiQ	Developer
Johanna Tyrkkö	Great Apes / HiQ	Designer, Illustrator
Mikko Lahti	Fake Graphics	3D Designer

Why is this work relevant for Brand Experience & Activation?

Nemus Futurum is a new definition of a smart space. It’s the most immersive stakeholder activation campaign in the Finnish forest industry. An interactive and comprehensive visitor experience showcasing sustainable forest management and the Finnish forests in a completely new way through cutting edge technology used at an actual location – a working commercial forest estate. At Nemus Futurum guests are guided through sustainable Finnish forest management, sustainable use of forests, forest nature and bioproducts. Visitors will also experience how sustainable forest management has an effect on the climate and forest biodiversity.

background

Metsä Group wanted to showcase their frontrunner status as the innovative leader of the Finnish forest industry and educate EU regulators, stakeholders and the media about sustainable forest management and its relationship to climate change. To do this they wanted to utilize the Kirkniemi estate forest area which they own. Around these objectives we built a unique and inspiring tour throughout the forest life cycle. The purpose of the work was to provide an educational and adventurous forest trail experience. The forest trail allows visitors to see the forest and its management at different stages of the forest cycle. To help visitors understand the importance of forest management from small to large scales and linking these to huge global topics such as biodiversity and climate change.

Describe the creative idea (20% of vote)

One of the main reasons of climate change is the use of fossil fuels and more precisely the carbon dioxide released into the atmosphere. The more efficiently a tree grows the more effectively it stores carbon dioxide. Forests are a renewable source of raw materials and energy. And sustainable forestry strives towards the most efficient growth. Nemus Futurum was created to illustrate this basic concept and the 80-year life cycle of a commercial forest. At Nemus Futurum visitors are guided through all significant stages of an 80-year forest cycle. All visitors are provided a tablet with a bespoke app installed at the beginning of the tour that helps contextualize both the environment and support the narration of the tour guides. The app uses various methods such as GPS tracking and Augmented Reality to provide a curated digital experience in the awe-inspiring forest setting of Kirkniemi.

Describe the strategy (20% of vote)

Metsä Group is a Finnish forest industry group operating in international markets. They use the best renewable raw materials in the world – nordic wood – both responsibly and efficiently. Metsä Group’s operations cover the entire value chain of woodbased products. In addition, Metsä is one of the leading producers and users of renewable energy in Finland. Nemus Futurum compliments Metsä Groups innovative and progressive brand by bringing together the actual nature setting with cutting-edge technology to educate and entertain the visitors. Main target group consists of EU regulators, Metsä Group stakeholders & employees and representatives of the media. The tour is invite-only.

Describe the execution (30% of vote)

There is no “greenwashing” at Nemus Futurum, everything is based purely on real facts and figures. At Nemus Futurum visitors are guided through all significant stages of an 80-year forest cycle. The old proverb “You can’t compete with Mother Nature” was the guiding theme when defining the key visual style of Nemus Futurum. What this meant in practice was that we excluded photorealism from illustrations and AR because the experience was designed for a particular location. While at the tour the app uses GPS tracking to initiate content. Augmented reality was used to showcase both the passage of time within the forest cycle as well as things unseen to the naked eye such as CO2. A few days after visiting Nemus Futurum all guests receive an email with a link to a microsite. The site revisits the main themes and expands on some of the subjects presented during the tour.

List the results (30% of vote)

According to the satisfaction survey, the response rate from the visitors has been almost 100% positive and praising. Despite to the fact that the whole tour is happening outside in the forest, at pre-booked hours, each group is always under the arms of whatever weather exists. We cannot guarantee sunshine, but we can guarantee them an unforgettable experience.