Customer case /

Södra inaugurates the world's most modern pulp mill

The forestry group Södra wanted to celebrate the opening of its ultra-modern pulp mill in Värö by inviting prominent guests from all over the world. 18 months of preparation led to an unforgettable, spectacular and grand event over three days.

"I am full of admiration for the seamless way you pulled off all the logistics."

Södra is Sweden's largest forest owners' association with more than 50,000 forest owners as members. The Södra Cell business area is also one of the largest suppliers in Europe of paper pulp for the global market.

CHALLENGE

In February 2014, Södra's board decided to invest SEK 4 billion in a major expansion of one of its mills, Södra Cell Värö. The mill would thus become one of the world's largest and most modern facilities for the production of softwood sulfate pulp. It was a historic investment for Södra.

Through value-creating relationships and long-term action, Södra wants to lead the way for the next generation of forestry. The reopening of the modern facility therefore provided an excellent opportunity to strengthen both the Södra brand and important relationships with representatives of the pulp industry and other stakeholders. Södra therefore wanted to create an unforgettable event, with a high profile, for customers worldwide as well as for local stakeholders, politicians and employees.

SOLUTION

Contrast developed a comprehensive concept spanning three days and was responsible for the entire implementation. We invited guests from around the world to experience the Swedish forest, learn more about forestry at Södra, and enjoy Swedish cuisine featuring ingredients from the forest, prepared by the Michelin-starred restaurant PM & Vänner.

HM King Carl Gustaf inaugurated the newly opened mill during a spectacular opening ceremony with dancing, acrobatics and tree planting. The opening ceremony also included lectures and a panel debate, in which the Minister for Enterprise and Innovation, Mikael Damberg, and Södra's Chairman of the Board, and former Minister for the Environment, Lena Ek, took part. Professor Jeremy Leggett, a climate and energy commentator and owner of the UK's largest solar energy company, was the day's keynote speaker. He spoke about sustainability and the responsibility that large companies have today.

OUTCOME

Eighteen months of preparation, 25 creative project meetings, more than 750 hours of planning, and collaboration with some of the best subcontractors in the industry resulted in three days of inspiration, great experiences, socializing, and festivities.

"We (I!) are extremely pleased with the event and we are receiving a great deal of credit and positive feedback, both internally and externally. From my perspective, the collaboration with Contrast has worked flawlessly and I would also like to emphasize how impressed I am with the subcontractors you have hired.

It's when things get a little messy and start to go wrong that you really discover how professional you are."

–Marcus Hellberg, Head of Marketing and Business Development, Södra.