Upload
truongtruc
View
215
Download
0
Embed Size (px)
Citation preview
Finland is a nation of extreme differences. 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.
SymphonyofExtremes.com
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.
WHY?Authenticity is currently a major trend in tourism. Travellers are interested in local people and their ways of life. The Symphony of Extremes is crafted to their needs.
Our current age of media spin dictates a need for new ideas that transcend boundaries and attract attention. Ideas that feel genuinely fresh and evocative. The Symphony of Extremes is a project that unites tourism with science and art in a fascinating way.
Finland is 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. Eastern and western Finns resemble each other less than Germans and Brits do. It is a fascinating equation, since Finland is also one of the most uniform, equalitarian and safe nations in the world.
WHAT?The Symphony of Extremes is a project where Eicca Toppinen from Apocalyptica composed a song based on DNA samples sourced from Finland. The genre-crossing song will be premiered on 13 November 2017.
The project’s first phase followed the composition process and introduced a number of interesting people behind the genes. They each exhibit some extreme and distinctively Finnish trait, such as Finnish grit (“sisu”) or a strong bond with the Arctic.
The next stage focuses on the music and its composition. Instead of using generic travel imagery, the project dives deep into Finland’s psyche in order to introduce international audiences to our cultural core. The aim is to illustrate what makes Finland unique – and worth a visit.
The Symphony of Extremes is a captivating true story that turns exceptional ingredients into an international topic.
EASTERN AND WESTERN
FINNS RESEMBLE EACH
OTHER LESS THAN GERMANS
AND BRITS DO.
HOW?The Symphony of Extremes brings together a number of professionals 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. His work gave a starting point for Eicca Toppinen, from metal group Apocalyptica, who composed an original song based on Finnish extremes – with the help of geneticists and DNA samples.
The project has followed the composition process throughout the year, from gathering the DNA samples to premiering the finished product on 13 November 2017.
The Symphony of Extremes is published as a music video. The project is housed on visitfinland.com, where Finland’s four major regions and their unique appeal are introduced through inspiring personal stories.
WHO?Visit Finland, a unit of Finpro, is a national authority on tourism and an active
force in promoting international travel to Finland. Their main goal is to
develop Finland’s international image as a destination. Visit Finland supports
the travel industry through research and helps businesses and groups
develop products and services for the international market.
Eicca Toppinen is the composer and a founding member of Apocalyptica.
Founded in 1993, Apocalyptica was first known for covering Metallica
songs on the cello. However, their second album already featured original
compositions and the group has continued to grow into their own ever since.
Their music has been labelled cello rock (their own definition), symphonic
metal, neoclassical metal and progressive metal. The group has sold more
than four and a half million albums globally.
Päivi Onkamo was the professor of genetics at Helsinki
University up to November 2017. Onkamo studies the
DNA of ancient peoples in and around Finland. Who
lived here then? What are modern Finns made of?
The University of Helsinki is Finland’s oldest and largest
university of sciences and an international community of
40,000 people. International rankings typically put Helsinki
University into the top 100 worldwide. The university
has harnessed the power of science to benefit society,
education and health since 1640.
Janna Saarela is the head of research at FIMM, Institute
for Molecular Medicine Finland. Saarela’s role in
the project is to collect the DNA samples and analyse
the results. FIMM is an international research institute
focused on human genomics and personalised medicine.
The institute works to discover disease mechanisms
on a molecular level with the help of genetics and
medical systems biology. Their goal is to provide
research data to healthcare professionals and promote
personalised medicine.
Jonathan Middleton is a composer from Spokane who
teaches composition at Eastern Washington University.
During the project, Middleton was a guest professor
at the University of Tampere. His work is based on
algorithmic processes that help him transform natural
elements into music.
Musuta Ltd & Directors Guild Helsinki
Musuta is an internationally
acclaimed designer and
director duo formed by Timo
and Jopsu Ramu. Their clients
in Finland and Japan include
Issey Miyake, New Balance,
Muji, James Bond 007, Star
Alliance, Shiseido, Nokia,
Finnair, Iittala and numerous
other international brands.
Share & follow: # FinnishDNA | # VisitFinland
Elements 1 Trailer 2 Project video 3 Four video profiles 4 Key visual images 5 Photos
6 SymphonyofExtremes.com 7 Regional videos 8 My Stay products* 9 Music video
T H E M U S I C V I D E O W I L L B E P U B L I S H E D 1 3 N O V 2 0 1 7 .
*My Stay is a product database housed under the Visit Finland website. It contains key travel products from
different regions, making it a breeze to plan and book your holiday in Finland. visitfinland.com/mystay
Idea:
Finland is a nation of extremes. Let’s turn
our heritage into music that celebrates
these qualities.
Why?
World-weary travellers are drawn to
authenticity and extremes.
How?
We will promote Finland through work
that reflects our inherent extremes. These
qualities are discussed in the profiles.
SUMMARY
The final product is a music video for a symphony based on Finnish DNA.
i