Keep calm and choose family forestry
SÖDRA skogsägarna
Among many other things, Södra Skogsägarna is one of the world’s largest producers of paper pulp. Every year, the major international players in the pulp industry meet for a three-day conference called the International Pulp Week.
When the Pulp Week was held in London, Södra wanted to draw some extra attention to the high standards of Swedish pulp – and its own product in particular, made from raw material from 50,000+ family forestries. The very public campaign took place a few days before the event started, at Britain’s probably busiest location – Waterloo Station.
As a concept and an eye-catcher, we came up with playing on the classic “Keep Calm” message, which was first seen right before World War II in places just like Waterloo Station. In addition to huge displays, free boxes of paper towels carrying a short story about Södra were handed out to thousands of people.
With invaluable assistance from seasoned interviewer Jonathan Roberts from Södra’s British PR agency, we asked Brits from all walks of life what they knew about topics such as Swedish forestry and sustainability. We captured them and their comments on photo and film, and the clips were used by Södra at the International Pulp Week as well as in their social media channels.
We make your brand a digital attraction – with human experiences that evoke emotions, create reactions, and build relationships.
