Cannes Lions

Pro Nemus

MKTG, Helsinki / METSÄ GROUP / 2019

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Overview

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Credits

OVERVIEW

Background

Far, far away, deep in a Finnish forest, lies the world’s first next generation bioproduct mill, processing wood and pulp for the products of the future. It uses no fossil fuels, generates excess bioenergy and utilizes 100 per cent of its wood raw material.

It is the largest wood-processing plant in the Northern Hemisphere.

By its side stands the Pro Nemus Innovation Center that provides an experiential cross-section of the life cycle of a forest and the impact of bioeconomy in a world that must increasingly rely on responsible, renewable raw materials.

Pro Nemus is designed as a stage for interactive digital experiences and constructed out of ecological Finnish wood.

It is a new way to learn about Metsä Group’s business, products, innovation and ways of working. Pro Nemus is just as ground breaking as the next-gen bioproduct mill next to it.

Idea

Far, far away, deep in a Finnish forest, lies the world’s first next generation bioproduct mill, processing wood and pulp for the products of the future. It uses no fossil fuels, generates excess bioenergy and utilizes 100 per cent of its wood raw material.

It is the largest wood-processing plant in the Northern Hemisphere.

By its side stands the Pro Nemus Innovation Center that provides an experiential cross-section of the life cycle of a forest and the impact of bioeconomy in a world that must increasingly rely on responsible, renewable raw materials.

Pro Nemus is designed as a stage for interactive digital experiences and constructed out of ecological Finnish wood.

It is a new way to learn about Metsä Group’s business, products, innovation and ways of working. Pro Nemus is just as ground breaking as the next-gen bioproduct mill next to it.

Execution

We built over ten digital experiences that are all innovative in one way or another and the building is integrated into the experiences.

This is what really sets Pro Nemus apart. We didn't just go and put up a couple of displays to a building that already existed. The whole building was designed by architects to facilitate these digital experiences. The physical is really integrated into the digital, creating a never-before-seen complete experience.

Installations are presented in detail at the case study site: www.metsapronemus.com

Outcome

There have been over 10000 invited visitors as of date. Out of these 96% gave an extremely positive review of the visit.

Pro Nemus is booked for the full year and is expected to be fully booked for 2020 as well.

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