What does the forest mean to the forest owner?

On the theme of the harvest festival, SCA Skog wanted to welcome the fall with a campaign for harvesting and planting. Frosting was one of the agencies that responded to the forestry group’s request. Behind us were testimonies that harvesting your forest is not just a celebration; for many forest owners, the land has been passed down for generations and the forest is associated with so much more than yield. There are shared memories and feelings that go beyond the treetops. We wanted to include this in our campaign idea.

Autumn, in turn, is a time for new beginnings, in many people’s minds the real New Year. It’s when we start fresh, rethink and plan for the future. Autumn can also be called the second spring of the forest, when the land abounds with riches such as berries, mushrooms and game.

So, what do we have so far? Shared memories across generations, hopes for the future and a new spring. Rarely are these feelings stronger than when grandparents meet their grandchildren at the annual school graduation. Transferred to the fall and to the forest it gives:

The campaign consists of digital and print ads and a social media video. The photo and film were produced in a beautiful coastal pine forest, where a grandfather and his grandchild look around during an excursion. On the movie’s soundtrack, a schoolchild sings a new version of a classic Swedish hymn:

The harvest time is now coming
this fall in your forest
New dreams are on the horizon
when pine and fir trees grow

The story emphasizes that SCA helps with harvesting and planting with a rejuvenation guarantee – for both the next generation of forests and the next generation of forest owners. And with that, the song ends:

… and everything is reborn

Annelie Thorsell was project manager, Håkan Norberg copy and director, and Anders Björk AD.