A’Pelago Winter Camp Recap: Brand Narratives steer forward initiatives vital for the Archipelago Sea Region

Sense this: a dynamic Winter Camp gathering of forward-thinkers from communication and branding wizards to entrepreneurs, friends of the archipelago and business leaders in the serene archipelago setting of Herrankukkaro in Naantali. Why? To dive deep in into branding and communication, to co-design and push forward a ripple of new initiatives that restore vitality to the Archipelago Sea Region. Read below what the A'Pelago Winter Camp experience was like.

The first A'Pelago event in 2024, Winter Camp, with the theme "Narrative," took place in the serene setting of Herrankukkaro, Naantali from January 25 to 26, 2024. The two-day event gathered together over 70 representatives who have power to affect the vitality of the sea regions, to experience a full schedule of speakers and workshops.

A’Pelago Winter Camp participants during Day 1 lunch break in Herrankukkaro.

The first day of the event, Thursday 25 January, was kicked off at Herrankukkaro Day Hall with a short introduction of each attendee. Facilitated by A'Pelago co-founder Timo Ketonen, we had the chance to listen to keynote speeches drawing a conceptual framework for building an outstanding brand beneficial to the Sea Region vitality. Among the speakers were Ville Wahlberg CEO of Baltic Sea Action Group, Hanna Virolainen and Thomas Forsström from Solar Films, representing the producer of the Myrskyluodon Maija movie, Patrik Anckar Professor of Practice at University of Turku, Eka Ruola Chief Creative Officer at Nitro, Jari Ullakko Creative/Designer/Investor at FARM STHLM and Rebecca Sjödin, Co-founder & Principal of Node.vc in Stockholm.

"What is the war cry or call to action of the Archipelago Sea Region?" encouraged brand guru Eka Ruola, Nitro attendees to think as part of his keynote speech.

The keynote speakers of the morning shared inspiring insights into what building a strong brand requires.

Immediately after lunch, a delicious fish soup, we continued with speeches and conversations by experts who are currently taking progressive initiative in the narrative and brand building in their own unique ways.

We had the chance to hear multiple views of what the concrete work to build a lasting brand requires from Mari Granström Chief Executive Activist at Origin by Ocean, Tommi Lähde (theotherdanishguy), Toni Perez (OSG Communications), Leevi Parsama (Digital Commerce specialist), Miika Moilanen (Younite-AI) followed by Christopher Sjöblom (Buster Boats), Eetu Ristaniemi (Spacent) and Herman Haapman (winemaker at Chateau Nagu).

Keynote speech by Mari Granström, Origin by Ocean

Attendee questions and initiative suggestions were thrown in the air actively in the between of Day1 keynote speeches. Here Jari Ullakko, Creative/Designer/Investor at FARM STHLM / ByTheNetwork

This time the keynote speaker part of Winter Camp day 1 was wrapped up with a Closing Conversation facilitated by A'Pelago Co-founder Patrik Anckar and accompanied by Christopher Sjöblom (Buster Boats / Yamaha Motor Group, Leevi Parsama (Snowball Growth Partners), Toni Perez (OSG Communications), Mari Granström (Origin by Ocean) and Eka Ruola (Creative Director at Nitro).

The conversation which concluded the speaker portion of the Winter Camp Day 1.

After the wrap-up the first day came to an end in the dark but atmospheric archipelago evening, when everyone dived into the experiences offered by Herrankukkaro.

We shared unique moments with the participants while enjoying camp fire, a mesmerizing smoke sauna built into a cave, ice baths and wild food dinner. The night ended with the brand new Stormskerry Maja movie directed by Tiina Lymi and produced by Solar Films which told the tale of every day life - a relentless battle for survival - in the Åland Islands in the 19th century.

Closing the event day 1 with a wholesome Evening Experience in the archipelago views.

Herrankukkaro was an unique archipelago destination for Winter Camp. Our photographer Aarón Blanco Tejedor, Ubuntu Productions, knew how to capture its sprit.

On Friday A’Pelago partnered with branding, communication, AI and regenerative sea solution representatives to offer four workshops for skill development and co-design. The morning was marked with an inspiring speech by Sami Puutio the Vice President at Nitro. Then the Winter Camp attendees participated in pre-selected workshops in differents spaces offered by Herrankukkaro.

The Future Workshop of Winter Camp was held in a ship which previously functioned as the main office of Pidä Saaristo Siistinä (Keep The Archipelago Tidy).

In Nitro’s workshop led by Riku Eteläkoski, participants learned new skills and tools to ideate and create bold brands with a clear message. With OSG Agency and Toni Perez participants co-designed a communication campaign that promoted year round habitability of the Archipelago Sea Region. In Younite-AI’s working session hosted by Miika Moilanen AI tools were used to ideate a brand concept beneficial to the archipelago sea region. The future oriented workshop of Winter Camp was facilitated by Mari Granström, Origin by Ocean. In this workshop attendees co-ideated value chain crossing innovations, brand personas and slogans that have the potential to accelerate business that restores the vitality of archipelago sea. 3P (people, profit, planet) business framework and backcasting from the history of archipelago were used for future thinking. Several new initiative possibilities related to biomass collection and reuse for new products were ideated and a war cry "Meri takaisin meille - Reclaim the Sea" was formulated.

AI workshop on Day 2 with Miika Moilanen, Younite-AI

After intense and insightful workshops, the event came to an end with one last joint and joyful gathering. In this connection all Winter Camp attendees had one last opportunity to present outcomes and ideas created during the work shops. Lastly, A’Pelago Co-founder Patrik Anckar gave the final speech calling for collaborative action that encouraged knowledge share and welcomed the whole Winter Camp Crew to share achievements in next A'Pelago Initiative event in Kasnäs in August.

Discussions and knowledge share at Winter Camp session and breaks to blow forward initiatives beneficial to the Sea Regions. Here A'Pelago Accelerator attendee Space of Mind team with other IWC attendees.

A'Pelago Winter Camp was wrapped up in warm spirit with the winter archipelago sun sparks.

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A'Pelago Initiative is an annual series of business events in the Finnish Archipelago. Its mission is to bring together a community for the Archipelago Sea Region to share narratives and sustainable solutions contributing to the vitality of the Archipelago Sea Region and to initiate joint priorities for the future.

This Article brings you the narrative of the A’Pelago Initaitive Year 2024’s 1st event - the Winter Camp 25-26th January. As a kickstarter to ’Narrative’ themed A’Pelago Initiative year, the Winter Camp shed light on the crucial role of branding and communication in the creation and scaling of business solutions beneficial to the Archipelago Sea Region. Explore more Winter Camp footage by Aarón Blanco Tejedor, Ubuntu Productions here.

Next, A’Pelago Initiative will accumulate to the Initiative 2024 event on 15-16th August in Kasnäs. More information about the program and speakers will be available in our channels soon. You can already register for the ticket queue or leave your suggestion, who should join us as a speaker on the event page.