NEMUS FUTURUM

TitleNEMUS FUTURUM
BrandMETSÄ GROUP
Category E03. Technology
Product/ServiceMETSÄ GROUP / SUSTAINABLE FORESTRY
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
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

Write a short summary of what happens in the digital or ambient execution or campaign.

Nemus Futurum is Metsä Group’s 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. 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. 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.

Cultural / Context information for the jury

In Finland there are a lot of misconceptions in the media and in the political spectrum about the forest industry. Especially clear cutting. Most people believe that a trees lifespan is more or less infinite and they do not know about the release of carbon dioxide into the atmosphere when a tree is left to “die of old age”. These are the main misconceptions that Nemus Futurum tries to educate EU regulators, stakeholders and the media on.

Explain how the work innovatively used the outdoor medium.

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. All Augmented reality executions in Nemus Futurum are highly contextual – it is designed as an invite-only exclusive experience. 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.