Stora Enso has created an Augmented Reality (AR) mobile app for its carbon-neutral office paper product Multicopy Zero, a product in Stora Enso’s flagship paper brand family, Multicopy.
The Multicopy Zero AR app lets the user explore the product in the forest where it comes from, as augmented reality overlays virtual information on the natural environment. The forest comes to life as the app enables the user to experience an elk walking through the forest, chanterelles on the ground and birds flying and chirping in the air. The AR app also provides more information about Multicopy Zero and its environmental credentials.

“By taking advantage of human curiosity and the latest technologies, we wanted to create a campaign that is both innovative and experience-driven,” says Jennie Åkesson, Marketing Manager at Stora Enso Paper Division. “By complementing a print campaign with the AR experience, we can engage with our target audiences and expose them to something unexpected and different.”
The augmented reality effect is created with the help of the user’s smartphone or tablet. The device’s camera captures the natural environment, and the app adds virtual elements to the scene, creating an experience where the real world and the virtual world coexist in harmony. The Multicopy Zero AR app can be accessed by downloading an app called GlobeAR and then scanning the Multicopy Zero trigger image printed on the paper.

Every Multicopy Zero AR app user will make a difference to the environment. For each unique user scanning the trigger, Stora Enso will make a donation to offset the volume of carbon dioxide that corresponds to powering a northern European home for one month*. The donation is made to Natural Capital Partners.

Multicopy Zero is a premium paper that helps meet green criteria. It carries several environmental labels, and the product is made from renewable raw materials and is 100% recyclable. The paper is carbon neutral and named Zero because the emissions generated during production and in transport to the end user are offset to net zero through the purchase of high-quality carbon credits.
In addition to the Carbon Neutral certification from Natural Capital Partners®, Multicopy Zero carries the Nordic Swan Ecolabel, the EU Ecolabel and the Forest Stewardship Council®(FSC) label**. Plus, it is totally chlorine free (TCF).

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*0.25 t CO2e
** The FSC®trademark license number of Multicopy Zero is FSC-C015932.