Vattenfall is a Swedish energy company who is making great strides in sustainable energy production. Their brand mission is to enable “Fossil free living within one generation”. This means eliminating the use of coal, oil and gas, not only from energy production, but from all aspects of life. This includes all CO2 emissions produced by fossil fuels used in every type of production chain. A large but often overlooked source of CO2 emissions. As part of this mission, Vattenfall partners with other industries and businesses to help them remove fossil fuels from their supply chain. These partnerships lead to solutions to some of the biggest challenges we face in overcoming fossil fuel dependance. Their partnership with Sweden’s steel industry, for example, facilitated the development of a unique technique for producing the world's first fossil free steel, one of the most polluting materials in the world.

To bring awareness to the unseen CO2 emissions emitted during the production of the products we use, we created the first manufactured product since the industrial revolution to be made completely without the use of fossil fuels. A crib, the first item for the fossil-free generation.

Our goal was to create a crib that was as normal as possible without simplifying the design to fit our needs. Instead, changing the way the crib’s materials were sourced, transported, and processed into the final product. The frame was constructed of local wood, the first fossil free steel in the world, organic glue and bio-laminate (an emerging eco- building product). It was finished with a chalk-pigmented paint and linseed oil. The bedding was made from local sheep and alpaca wool and linen, all crafted by hand. The vehicles, power tools and factories were all powered solely with wind and solar energy.

Most people are aware of the need for sustainable energy production, but few know about the fossil fuels that go into the products we buy. Even something as simple as an apple uses the equivalent of three liters of oil to reach one’s grocery bag. This lack of awareness is a huge hurdle for Vattenfall and their fossil free mission.

Our goal was to bring awareness to how omnipresent coal, oil and gas are our lives and in doing so spark a conversation about fossil fuels used in the production chain.

We created a documentary detailing the extreme lengths we had to go to remove fossil fuels from the production process, as well as interviews with production partners, experts and Vattenfall officials to educate viewers about the importance of changing the manufacturing process. We launched the campaign with an event for industry leaders using the crib and its story to bring awareness to those who can have the biggest impact. We then took it on tour where it was, and will continue to be, used as an educational tool at events, trade shows and Vattenfall B2B events for potential fossil-free partnerships.

We reached over 260 million people with our media and PR campaigns. Events saw attendance of over 250,000 people in just one month, before the tour was postponed due to the COVID-19 pandemic. All contributing to a 40% increase in brand awareness and 23% increase in brand preference in 2020.