| философия | One of the largest timber producers in the world, Stora Enso is choosing Forsman & Bodenfors as their new creative agency for their wood division. The first campaign aims to solve Europe’s urgent school shortage while launching Sylva™ by Stora Enso – a new concept to simplify building in wood and make the construction industry more sustainable. The idea centres around a wooden model of a school building: a great way of demonstrating what Sylva – their new prefabricated building kit in massive wood – is all about. In most European countries, there is a need to build more schools – preferably in timber, one of the key renewable building materials. School repairs and new constructions are crucial to keeping up with rising population growth and deteriorating educational buildings, this is where Sylva can make a big difference. “The Sylva kit is relevant for all building typologies such as offices, multi-story residentials, industrial buildings, and more. But, to start the Sylva campaign we have identified a true problem to solve. By focusing on schools and our future generations, the communication let us be more emotional, as well as relevant to ongoing societal discussions. The advantages of building with wood such as lower CO2 emissions and faster construction compared to concrete and steel, along with improved health and wellbeing become more clear”, said Cathrine Wallenius, SVP Communication and Marketing Stora Enso Wood Products Globally, the equivalent of a new Paris is expected to be built every week. Using wood as a building material, we can cut up to 70% of emissions and ensure that the construction industry is part of the solution to battle climate change. In short, the environmental benefits of building in wood are massive. That is what Stora Enso and the global creative collective Forsman & Bodenfors want to highlight in the new launch campaign for Sylva. “In a very rational industry, we chose to create something emotional. This product makes it easier to build sustainable wooden buildings, so we asked ourselves the question 'since there is such a shortage of school buildings, why aren't they built this way?' We were blown away by all the wood-related facts we learned. Did you know that being in a wooden environment improves well-being and increases productivity? I didn’t, that’s crazy”, said Anna Karlsson, creative at Forsman & Bodenfors The first Sylva campaign will launch across Europe, mainly in the UK, Germany, France, Austria, and Sweden. In addition to the 50 physical miniature schools in wood to be sent out to decision-makers in Europe, the campaign also include a Hero film, an in-depth film, key visuals, social media assets, banners, and native articles. |