Situation: CMPC, one of the most important forestry companies in the world, is constantly innovating in planting, processing, packaging and final product, constantly challenging itself in its processes.

Brief: How could we demonstrate the versatility of our wood in one of the most important fairs in the world, Expo 2020 Dubai, standing out in the Chilean pavilion.

Objectives: Impact people and future clients. Generate visits to our corporate website. Demonstrate in a different way the versatility of our products.

We created Fiber's Melody, a record player with which for the first time you can listen to the melodies contained in wood.

We designed and developed the photo-captor© technology, which reads and characterizes the wood grains, from images to musical notes in real time.

This innovation allowed us to impact our client with different touch points, such as collaboration with musicians, playlist creation, alive concerts, corporate gifts and much more.

There is a lack of knowledge about the sustainable capacity of Pine plantations, which leads to a series of unjustified criticisms towards one of the noblest raw materials, wood; Given this, we needed to find a setting to present and educate its value in a different and innovative way.

Exhibitions and fairs represent our biggest point of contact with potential clients.

The challenge was to create a transversal experience, which includes not only our clients, but also one that could be lived by everyone.

This is how we take music as a universal language, being able to give the world sounds that only the grain of the wood could give us. In this way we managed to transform the traditional image of wood through a memorable experience.

For months we designed, created and built together with Zembia, (an engineering studio from Concepción), a record player with innovative technology capable of reading the wood grains and transforming it into music, which we called Fiber's Melody. After creating the technology, it was implemented and exhibited in the Chilean pavilion at Expo 2020 Dubai from August 30, 2021 to March 31, 2022.

Parallel to that, we created a website where we uploaded the different melodies in MIDI format so that anyone could create music, that is why we worked in collaboration with different artists and musicians, including important composers recognized worldwide, to massify the melody of the trees even beyond the event.

Fiber's Melody is currently touring different fairs and exhibitions around the world such as Milan, Shanghai, London and many more. Today, 10 more prototypes are in production so that these melodies reach all parts of the world.

We manage to show that the value of our wood is much more than everyday products, and that it can accompany us even in music.

We gave people the opportunity to create music in a unique way thanks to Fiber's Melody.

The impact on culture was to create the technology that will allow us from today and into the future, to create music with the melodies with the veins of a tree.

We achieved more than 11.6 million impressions at Expo 2020 Dubai, and a 1000% increase in contacts with potential new clients.

Visits to our corporate website increased by 2000% compared to before the campaign was published. We managed to bring wood closer to people, so that many people co-create music with melodies written by a tree.

More than 100 million people learned about Fiber's Melody in free media.