Scania Launches the ‘Future Room’ to Help Shape Tomorrow’s World

Scania has created the ‘Future Room’ – a space for creative thinking with its partners, new and old, and to inspire the next generation of talent to join Scania in realising its vision of sustainable transport for all. Jack Morton, the global brand experience agency, worked with Scania to bring the Future Room to life through a multi-channel content-led campaign.

Within the Future Room, Scania’s experts and visionaries meet and exchange ideas around trends and visions of the future with leading futurists, film directors and writers. Through this they examine the role companies can take in positively impacting the global agenda and society at large through the power of technology and innovation. These ideas are explored within a series of films, audio books, podcasts and long-form written stories, promoted through a social campaign.

Based on the concept ‘To invent the future, first you must imagine it’, the Future Room content takes inspiration from futuristic technology-infused stories, such as Black Mirror, but instead explores the positive potential of technology and innovation on our future. The themes explored include what it will be like to experience a city in the future, how AI will affect us and whether collaboration today can fix tomorrow’s problems. The first stories, ‘Travelooper’ by film-maker Jennifer Sheridan (which will be released later this month) and ‘Heroes’, a short story by game narrative designer, Leigh Alexander are supported by a round table on ‘Future Cities’, which explores how life in future cities could improve our wellbeing and sense of connection to one another.

“We take an audience-first approach to content and for this campaign we needed to engage both current and future partners and talent with Scania’s innovative thinking – by looking to their media consumption and cultural trends we created something that will hold their attention and encourage reappraisal of the Scania brand. Scania rock for their trust and ambition on this campaign – we’re lucky to work with such an awesome client team,” said Mike Kunheim, managing director, Jack Morton London.