Cannes Lions

SCA – The force of the forest

BOLD, Stockholm / SCA HYGIENE / 2019

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Overview

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Credits

Overview

Background

SCA is one of Europe´s largest forest industry companies and an industry leader in the fight against climate change. However, they lacked a visual expression that reflected their innovation spirit, their love for the forest and the renewable lifecycle of their products.

Idea

SCA is one of Europe´s largest forest industry companies and an industry leader in the fight against climate change. However, they lacked a visual expression that reflected their innovation spirit, their love for the forest and the renewable lifecycle of their products.

A big challenge when creating the new identity was to change the somewhat old-fashioned perception of the forest industry. By using new technology we wanted to show the beauty of nature's ecosystem in a new way.

Each aspect of the new identity was built and created around the idea of an endless life cycle - a circular movement and the transformation of nature's materials. We wanted to capture the core of the forest and at the same time represent SCA's products in a way that has never been seen before.

Execution

We started by going to their forests. With SCA´s experts we studied and collected massive amounts of samples. The samples were brought to life through meticulously crafted, hyper-realistic 3D-scans with scientifically correct growth patterns created through advanced rendering techniques.

The end result is an infinitely looped 3D-animation of natures ecosystem seen like never before. By using cutting-edge technology we created a visual universe where nature and innovation live in harmony. We call it The SCA Universe. It enables SCA to stand out against its competitors and it is applicable to all platforms. Developed as unique assets, the rendered samples can be used both together and individually.

We also created a musical universe for SCA. We recorded the sounds that naturally occur in the forest and mixed them with acoustic instruments that together create an atmospheric loop, just like the objects in the animation.

By using cutting-edge technology we were able to show the beauty of nature's ecosystem and change the perception of an entire industry.

Outcome

Since the launch of the new identity SCA has seen its shares increase 60 % in value which equals a growth in stock market value with 29 Billion SEK (2.8 Billion EUR). In the process of growing this brand to its current value the visual identity has played a significant part.

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