Bulletin from Visit Finland
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.
The Symphony of Extremes – Born from Finnish DNA is a global campaign that will be supported through PR, paid advertising and Visit Finland's channels.
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.
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 was 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.
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.
- Apocalyptica: The Symphony of Extremes (www.visitfinland.com/symphonyofextremes/)
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.