With the participation of music producer Arthur Joly, composer Silvinho Erné and the Heliópolis Symphony Orchestra, the video project aims at raising awareness about forests 

 

São Paulo, September 21, 2022  – Have you ever thought about the sounds trees would emit if they had a voice? This is the proposal of the campaign “The trees that touch us,” launched today by Klabin in celebration of Arbor Day. The action includes the dissemination of a video produced by the Company connecting environment and music by using technology, based on a new song interpreted by the Heliópolis Symphony Orchestra in Klabin’s forest area located in Telêmaco Borba, Paraná, and at the Great Auditorium of the São Paulo Art Museum (MASP), in São Paulo. The video is available on an exclusive page at Klabin’s website, link, and on the Company’s social networks.

To “hear” the forests, an electronic synthesizer was developed exclusively for the action by music producer Arthur Joly, a master in analog synthesizers, which was used to extract trees’ sound frequencies, translating the bioelectricity they emit into a musical texture for the final production. Then, these sounds, along with the analysis of images in different angles from the top of a forest area preserved by Klabin in Telêmaco Borba, Paraná, were transformed into a melody by composer Silvinho Erné. With the musical composition, the film production company F5, with the support of Baccarelli Institute, responsible for the Heliópolis Symphony Orchestra, conducted the melody rehearsals with the musicians, which resulted in an official presentation for the campaign that took place at the Great Auditorium of the São Paulo Art Museum (MASP), in the city of São Paulo. The film combines scenes of the Orchestra’s presentation at the theater with images of musicians playing in the forest, interacting directly with the trees, which are the protagonists of the campaign. 

Klabin, the largest producer and exporter of packaging paper and sustainable solutions in paper packaging in Brazil, has over 625,000 hectares of forest area, with 42% of preserved native forests, in the states of Paraná, Santa Catarina and São Paulo.

“The trees are the basis of Klabin’s business and materialize the Company’s commitment to the environment. With this campaign, we intend to raise awareness of people in an innovative manner, allowing the forests themselves to emit this message, which translates, through music, the beauty of nature, which needs and must be preserved. We created a poetic and touching film, with the intention of catching people’s attention,” explained Carime Kanbour, Communication, Brand and Reputation manager at Klabin.

Klabin sponsors Baccarelli Institute and supports the maintenance of its initiatives, such as the Heliópolis Symphony Orchestra.

 

Trees are also protagonists in the 5th edition of INOVA Klabin

 

The launch of the campaign occurred on the same day that Klabin held the 5th edition of INOVA Klabin, event focusing on clients, partners, suppliers and employees of the company, which seeks to promote discussions and reflections that connect innovation to sustainability. The meeting was held today, September 21, at Ibirapuera Park, in São Paulo, with several initiatives mainly focusing on forests.

Highlights include the art intervention called “Shy Treetops,” conducted by artist and technologist Edson Pavoni, which will build with participants a work of art by many hands, reproducing in São Paulo the vertical vision of forests preserved by Klabin in Telêmaco Borba, Paraná; and the initiative “Museum of Trees,” in partnership with SOS Mata Atlântica Foundation, which portrays a future in which the species and biomes found in the Ibirapuera Park and the Atlantic Forest were extinct or are seriously endangered, seeking to raise awareness about the issue. The Heliópolis Symphony Orchestra will also perform live for the audience the new campaign song “The trees that touch us.”
 

 

THE TREES THAT TOUCH US                                              Credit: Klabin

Credit: Klabin

Credit: Klabin

Credit: Klabin

Credit: Klabin

THE TREES THAT TOUCH US                                              Credit: Klabin

Credits

Arthur Joly – Music producer and synthesizer builder

Silvinho Erné – Music producer, pianist and partner of DaHouse Audio

Ricardo Camargo – Director of scene and photography

Baccarelli Institute – Non-profit organization responsible for the Heliópolis Symphony Orchestra

DaHouse – Audio production studio with offices in São Paulo, Los Angeles and Berlin, with more than 200 national and international awards

F5 – Film production company specializing in advertising and institutional videos

OMZ – Advertising agency

 

 

#DiadaArvore #Musicanasflorestas #INOVA