Finland is a nation of extremes. The Symphony of Extremes – Born from Finnish DNA is a project where we examine our heritage and turn it into music that reflects these extremes.

Finland is home to vast extremes. Not only in our seasons and nature, but people as well. To celebrate Finland’s centennial, Visit Finland delves into the nation’s character more vocally than ever before by turning the Finnish genotype into music. This unique campaign follows the composition process, from harvesting the genes to the final premiere, without forgetting the Finnish icons behind the DNA.

The Symphony of Extremes – Born from Finnish DNA is a global campaign that will be supported through PR, paid advertising and Visit Finland’s channels.

WHY?

Authenticity is a major trend in tourism. Travellers are interested in local people and their ways of life. The Symphony of Extremes – Born from Finnish DNA is a direct response.

Our current age of spin dictates a need for new ideas that transcend boundaries and attract attention. Ideas that feel genuinely fresh and evocative. The Symphony of Extremes – Born from Finnish DNA is a campaign that unites tourism with science and art in an intriguing way. It is rooted in exciting people who offer various opportunities for promotion and PR for the whole year.

The campaign is not a stunt – it is a real story. Finland has always been at the crossroads of east and west. Our roots straddle the border: western Finland is influenced by Europe’s ancient agrarian culture and Scandinavian DNA, while the east and north come from an age-old line of hunter-gatherers. In fact, eastern and western Finns resemble each other less than Germans and Brits do. This is quite astonishing, since Finland is also one of the most uniform, equalitarian and safe nations in the world.

HOW?

The Symphony of Extremes – Born from Finnish DNA brings together a number of professional at the apex of their fields.

Jonathan Middleton, visiting professor at the University of Tampere, has developed a program that can create sounds from the base pairs found in DNA. Eicca Toppinen, from metal band Apocalyptica, can then compose a new piece of music based on DNA samples gathered around Finland (Nuorgam, Hattuvaara and Hiittinen archipelago) by geneticists.

The campaign will follow the process throughout the year, starting with the collection of the genes and culminating in the work’s publication.

The campaign will be housed at visitfinland.com, where Finland’s four major regions and their unique appeal will be presented through personal profiles. Meanwhile, a range of individual travel products will also be highlighted. Summertime products will be featured in the spring and wintertime products will follow.

CAMPAIGN ELEMENTS

  1. Trailer
  2. Campaign video
  3. Four profile videos
  4. Key visual images
  5. Photos
  6. SymphonyofExtremes.com
  7. Regional videos
  8. My Stay products*

A MUSIC VIDEO WILL BE PUBLISHED IN LATE 2017.

*The My Stay product database is part of the Visit Finland website. It presents international key products from Finnish tourism regions for all travellers, giving them an easy channel to plan and book their holiday in Finland.

WHEN?

JUNE: Launch: The campaign site will present the idea along with the regions that provide the DNA. Summertime products on display.
First profiles are published: Strategic promotion of summertime products.

SEPTEMBER: Winter campaign: Winter-themed profiles published. Strategic promotion of wintertime products.
NOVEMBER & DECEMBER: Finale: The finished work is published. Strategic promotion of wintertime products.

WHAT?

The Symphony of Extremes – Born from Finnish DNA follows the composition of a new piece by Apocalyptica, who use Finnish DNA samples as raw material. The genre-crossing track will premiere in late 2017.

The campaign follows the creative process and highlights a group of noteworthy people behind the genes. They each exhibit some extreme and distinctively Finnish trait, such as “sisu”, our unique grit, or a strong bond with the Arctic.

For a tourism campaign, The Symphony of Extremes – Born from Finnish DNA is exceptional. Instead of using generic travel imagery, it delves deep into the Finnish psyche to introduce international audiences to our cultural core. The aim is to illustrate what makes Finland one of a kind – and worth a visit.

The Symphony of Extremes – Born from Finnish DNA is a true story that captivates and has all the potential to become a global talking point. The Finnish travel industry can capitalise on its visibility through their own channels and actions.

WHO?

Visit Finland works to increase awareness of Finland as a tourist destination. Its marketing activities are targeted towards people who appreciate quality of life, pure nature and responsibility. That is exactly what Finland offers. Visit Finland works closely with ministries, travel businesses, transport companies and Finnish regions. This cooperation involves research, product development and, above all, promotion of international tourism to Finland.

Eicca Toppinen is a member of the Finnish cello metal band Apocalyptica, formed in 1993. Originally a Metallica tribute band, the band eventually adopted a neoclassical metal style without the use of conventional guitars. They have sold over four million albums to date.

Päivi Onkamo, lecturer of genetics at the University of Helsinki. In international university rankings, the University of Helsinki typically ranks among the top 100. The University of Helsinki seeks solutions for global challenges and creates new ways of thinking for the best of humanity. Through the power of science, the University has contributed to society, education and welfare since 1640.

Jonathan Middleton is a composer based in Spokane, where he teaches composition at Eastern Washington University. His works have been inspired by sources found in nature and numbers. His working process relies on algorithmic processes and intuition to translate tangible elements from the natural world into musical ideas.

Janna Saarela, research director of Institute for Molecular Medicine Finland. FIMM is an international research institute in Helsinki focusing on human genomics and personalized medicine. The mission of the institute is to advance new fundamental understanding of the molecular, cellular and etiological basis of human diseases. This understanding will lead to improved means of diagnostics and the treatment and prevention of common health problems. Finnish clinical and epidemiological study materials will be used in the research.

The campaign profiles will focus on Eicca Toppinen, the composer, Johanna Nordblad, an extreme freediver, Tinja Myllykangas, who lives with dozens of dogs in the wilderness of Lapland, and the children of the small primary school of Rosala, located in the outer Finnish Archipelago.