The Cambium Campfire
Category
Marketing Activation
A Beacon at the International Mass Timber Conference
When partnering with Cambium for their Series A raise (~$20M in funding secured through my design efforts) the team collaborated with RIOS Architects, Sterling Structural, and Minimal Impact Engineering to bring sustainable mass timber to the largest stage in the industry.
The results? The Campfire Coil. A spiraling, interactive, art installation that towered above the conference, drawing people towards its warmth to educate, and inspire those in attendance.
From Concept to Execution
From the early stages of concepting, the team understood that the activation had to be all encompassing; a way to tell the brand's story, the mission, and stay with our audience well beyond the close of the conference. A proposal was put in place that called for custom landing pages, an email campaign, custom merch, a live activation at the conference, as well as a project-specific brochure to outline the importance of the project, and the work that went into it.
The Build
The build took place over a number of days, with some roadblocks along the way—stemming from the unexpected challenges of having to assemble a 40 foot structure in a space with 50 foot ceilings.
The effort, however, was joint in all teams coming together to ensure that morale remained high, and the job was completed. Members from RIOS partook in helping to sand the surface of the structure, while I was tasked with documenting the process, and Minimal Impact Engineering performed the majority of the literal heavy lifting.
Small Delights, and Finishing Touches
As the doors for the conference were preparing to be opened, the team came together and made a decision that additional lighting would help to make the experience of the Campfire Coil truly remarkable. With the aid of the team at the International Mass Timber Conference, lights were procured and strategically placed to add sweeping light across the structure—adding depth and warmth that otherwise wouldn't have been possible with the existing light from the conference space.
Post-Conference Coverage
To continue engagement and broaden the reach and impact of the project, Dezeen was sought after for coverage of the project—publishing an in-depth story to broadcast the story to their audience featuring the photos captured during the event.
A follow-up campaign was created as a final touch-point for Cambium, spanning socials with interview content with the RIOS team and its internal Mass Timber team, email, and direct-mail for those clients within the Cambium community who would be most impacted by the story and most likely to share the brands mission.
