Urban populations will grow by a staggering 2.5 billion people by 2020, and urbanisation is outpacing the ability to build affordable and sustainable living space. Wood construction is the best way to battle climate change and house a growing urban population. Wood, however, is a misunderstood alternative to concrete and steel even among professionals. Metsa? Wood’s main product, Kerto® LVL (Laminated Veneer Lumber), is light, fast and green with multiple uses and benefits in construction. It is the only material light enough to build on existing structures. The task is to make a global expert target group of building professionals aware of this and to inspire them to plan and build building extensions with Kerto.

We provided background material, research, and information on the competition’s website. In order to be credible within the expert audience and to engage, we teamed with a renowned architect and wood construction expert helping us to promote our cause and get the call for entries to the global architects' competition right (Michael Green architecture). The call for entries was featured in global websites displaying all architect competitions. We also created a first press kit containing a call for entries video explaining the insight, idea, and cause, supporting images for media to display, as well as terms and conditions. In phase two we announced the jury to media, in phase three we shared the winners and in phase four we shared interesting entries divided into different themes (e.g. extensions for iconic buildings). Simultaneously we did local PR with help of e.g. the entries made for the city of Paris.