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

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

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.