Title | NEMUS FUTURUM |
Brand | METSÄ GROUP |
Product/Service | METSÄ GROUP / SUSTAINABLE FORESTRY |
Category |
C01. Digital & Interactive Design |
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
|
Credits
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 |
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.
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.
The tour is invite-only and lasts about 3 hours. Project budget is unfortunately confidential.
Describe the creative idea (40% 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 execution (40% of vote)
Guests are taken into the real forest in the Kirkniemi estate and provided with a tablet. Combining curated digital content in live nature surroundings is something that has never done before in this scale. The Nemus Futurum visitor app is completely contextual in relation to the multiple locations, stages of sustainable forestry that the tour features. The app uses GPS tracking to initiate content. When people are moving from one destination to another the app locks all content. Once the GPS location of the device is within a certain radius, the next content is unlocked.
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. Custom markers will launch the AR experiences to give full control on placement of objects. Every AR scene was optimized to withstand the changing outdoor weather conditions.
List the results (20% 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.