Metsä Fibre’s story-based video competed in the Lovie category for Video – Branded Entertainment – Short Form. The CSR-themed video describes the Finnish way of forest management, in which tree fellings, planting of seedlings and nurturing of natural biodiversity guarantee end products of reliable origin and quality.
“We are very excited and proud of our success in the international Lovies. Sustainability and responsibility are key elements in everything we do. That’s why it’s very rewarding to get recognition from the jury as well as a wider audience for a video that focuses on these very issues,” explains Tiina Tassi, Communications Director at Metsä Fibre.
Each year, the competition recognises the best examples of European online content. In Metsä Fibre’s entry category, the judging criteria included the excellence of conceptualisation and writing, overall experience and quality of craft and integration.
The Lovie winners are selected by the International Academy of Digital Arts and Sciences, an organization of industry experts and technology innovators. The online public also chooses People’s Lovie Award Winners by casting ballots for their favourite finalists in every category.
Metsä Group – a well-known sight on the podium
Metsä Fibre is not the only company in Metsä Group to gain praise for its content marketing. Previously in the autumn, its sister company Metsä Board was successful in the global Folio Awards competition, where its customer magazine Board won first prize in the Single Magazine Design category.
Metsä Group’s personnel magazine Sound of Metsä received an honourable mention in the same category. Likewise, Metsä Fibre’s sawn timber customer magazine, Timber, received the highest honourable mention in the Annual Magazine section. In 2020 Metsä Fibre’s magazine for pulp customers, Fibre, won a medal in the re-design category of the Folio competition.
Hube Helsinki is the marketing communication agency that produces the content and visual appearance of Board and Timber magazines. With regard to the Sound of Metsä publication, Hube Helsinki is responsible for design and layout, while the content is provided by Metsä Group.
Lovie and Folio Awards celebrate content
The Lovie Awards are a top European advertising and marketing competition. Each year, they honour the best internet content and recognise digital excellence. Among the competition categories are web sites, videos, podcasts and advertisements.
Every November the American media and news group Folio organises the Ozzie & Eddie competitions that are parts of the Folio Awards event. The event is the world’s largest and most esteemed content marketing competition. Award categories include digital and printed magazines, video productions, marketing initiatives and podcasts.