DO
THINGS
Metsä Group
Kuura Saunawear
Business Challenge
Metsä Group had developed Kuura, a breakthrough textile fibre made from Finnish wood offering the fashion industry a renewable, recyclable and lower-emission alternative to conventional fibres. But a great material alone is not enough. To succeed, Kuura needed to earn attention and credibility in one of the world’s most trend-driven industries.
Big Idea
Turn a sustainable textile fibre into something the fashion world could not ignore: the world’s first sauna fashion collection, Kuura SaunawearThe campaign relied primarily on earned media, social content and influencer advocacy. A documentary-style content series, Behind the Seams, revealed the creation process, while leading Finnish fashion voices amplified the story across social media was showcased internationally at Expo Osaka and FAO events in Rome.
Big Impact
Kuura transformed from an unknown industrial innovation into an internationally discussed fashion concept. The campaign generated widespread earned media coverage, reached both fashion professionals and consumers, attracted influential advocates, and elevated awareness of Kuura as a credible sustainable-material alternative within the global textile industry.
