NORD DDB Stockholm | Vattenfall

Insight 
Leading European energy company Vattenfall’s goal is to remove fossil fuels from society. This means that, in addition to producing energy, Vattenfall is working on numerous R&D projects with the aim of reducing the global use of fossil fuels. One of these projects is developing fossil-free hydrogen.
Currently, Vattenfall’s fossil-free hydrogen replaces coal in HYBRIT’s production of fossil-free steel, resulting in industrial emissions consisting of only water. Simply by replacing coal with fossil-free hydrogen in the steel industry, global CO2-emissions could be reduced by 7%.
We had the task of communicating this to young adults with the goal of positioning Vattenfall as a leader in the transition to fossil-free energy by putting a PR-core in its center.
To demonstrate how Vattenfall is working for fossil freedom and thinking beyond conventions, we turned wastewater from the process of making fossil-free hydrogen into a face mist.  We tapped into the world of beauty for an announcement that spoofed classic beauty campaigns and collaborated with Cara Delevingne, climate advocate and actress, to tell the story.

Impact 
The result was an integrated campaign that caught the attention of industry leaders as well as succeeded in telling the importance of decarbonizing value chains.
Our campaign was broadcasted in Sweden, Finland, Germany, and The Netherlands but achieved global reach. It received coverage in Fast Company, Harper’s Bazaar, and Vogue included in-depth Vattenfall interviews discussing the initiative’s uniqueness.
Throughout the campaign, we tailored content to local influencers to get to the core of each cultural behavior for each market, then we released 5,000 bottles of Industrial Emissions Face Mist which were all sold-out within seconds.
Our launch’s bespoke landing page on Vattenfall’s website saw a +350% increase in visit duration, outperforming industry norms. And the campaign’s execution engaged a global audience, generating a PR value of €6.25 million.