Metsä Wood Plan B - Reaching a diverse global expert audience with no paid media

Metsä Wood

Palkinnot

Silver Effie Finland, Tuote- ja palvelusarja
Yrityskuva

Asiakas

Metsä Wood
Mikko Saavalainen
Senior Vice President
Susanna Siira
Viestintäpäällikkö
Henni Rousu
Markkinointipäällikkö
Viivi Kylämä
Digital Communications Specialist
Jussi Björman
R&D Engineer
Marko Kellberg
Director, Building Projects, Sustainability & Corp
Kampanja pähkinänkuoressa 

Humankind is faced with a challenge. How can we both battle climate change and house an ever-growing urban population? The world needs a Plan B. Metsä Wood wanted to spread awareness of the possibilities of wood construction, tackle misconceptions and offer their products as a sustainable alternative to concrete and steel. Instead of using reference cases like everyone else, we decided to show how iconic architectural designs could be constructed from wood. The content was created as in any other project. We partnered with the leading professionals, the same caliber of people we wanted to reach. We started with the Colosseum, and next did the Empire State Building. Paid media was never an option. To reach a heavily dispersed and skeptical target group, we had to rely on PR. The media welcomed the content as a fully credible case study of how wood can reshape the skyline of the future. In the first four months alone we have reached a staggering amount of over 225 million people.

Toimisto

hasan&partners
Reino Tikkanen
Account Director
Joseph Bayne
Design Director
Timo Huopalainen
AD
Mick Scheinin
Copywriter
Mark Maher
Copywriter
Mikko Oksanen
Graphical Designer
Elli Tervo
AD Assistant
Heidi Eriksson
Project Manager
Dean Clatworthy
Developer
Emily Reed
Producer
Salla Tuomi
Producer
Ville Lahti
Director/Editor
Jukka Honkanen
DOP
Toni Pasanen
DOP
Mika Onnela
Animation
Rebecca Lamberg
Production Coordinator
Stefan Lagergren
Developer / Perfect Fools

Avustavat tekijätiimit

Arkkitehtitoimisto Helin & Co
Antti Laiho
Architect
Sami Hovi
Senior Designer
Michael Green Architecture
Michael Green
Principal
Asher deGroot
Associate Architect
Eric Karsh
Principal: Equilibrium Consulting
Sek Public
Mikko Lähdeoja
Account Director
Johanna Salovaara
Account Director
Erika Vierto
Junior Consultant
Voima Graphics
Ville Riikonen
Creative Director / 3D modeling