With this campaign, we got ordinary people to voluntarily absorb information about a boring but important industrial process with the potential to reduce global carbon dioxide emissions by 7%.

By inventing a completely new product and launching it with a supermodel and world celebrity, we tapped into pop culture and activated communities the brand doesn't normally reach. We not only managed to get people's attention but also delivered a complex message in a simple and engaging way, highlighting the importance of systemic change to phase out fossil fuels.

Vattenfall’s goal is to remove fossil fuels from all parts of society by leading the development and inspiring other actors to follow. A central part of the strategy is to show both the public and the industry what possibilities actually exist.

Our brief was, therefore, to highlight Vattenfall's leading work within fossil free hydrogen: an innovation that deserves more attention and space worldwide.

For most people, this is a pretty dry engineering topic. We needed to do something to get people interested in the technology and give concrete evidence that it works.

Our objectives:

• Break through the noise: Get more people talking about Vattenfall and maximize its visibility.

• Show that Vattenfall leads the way towards a fossil free world: Lift brand KPIs "Leading development towards a sustainable future" and "Taking broader responsibility".

• Get more people to consider Vattenfall as an energy supplier: Increase Vattenfall's feasibility.

We needed an idea that was bigger than a traditional advertising campaign, and that showed how clean industrial emissions can actually be.

Since Vattenfall's hydrogen technology only emits water, the insight was as simple as it was powerful: with Vattenfall's technology, the emissions are so clean that you can wear them on your skin.

Together with the scientists from Vattenfall, we collected clean water from the HYBRIT plant - the world's first fossil free steel factory powered by hydrogen - and created a brand new product: Industrial Emissions Face Mist.

In order to maximize visibility, we leaned into a completely new category for Vattenfall: beauty. Supermodel and climate activist Cara Delevingne became the front figure for the launch of the new product, and we borrowed conventions of beauty advertising in the expression of the campaign, showing that emissions can be "Clean enough to put on your face".

The process of product development started in September 2022 and the final product was ready in April 2023.

The face mist is created used waste water from a steel factory using fossil free hydrogen in its production. A clean energy source that emits water, instead of carbon dioxide. Hydrogen is produced by splitting water molecules into its component parts - oxygen and water - in a process called electrolysis.

The water from that process is distilled by the Swedish beauty company C/O Gerd, and used as a key component in the face mist. The face mist was produced in a limited edition.

The campaign succeeded in effectively breaking through the noise beyond all expectations. It reached 205 million people through 170 articles and mentions in magazines such as Vogue and Harper's Bazaar. The campaign also received 7 million deserved social media impressions, in total an incredible PR value of SEK 71.2 million.

The campaign exceeded all targets and significantly strengthened Vattenfall's perception as a leader. The paid part of the campaign received 26% more reach than estimated. 41% of those who saw the campaign agreed that Vattenfall "Leads the development towards a sustainable future", 6ppt above target. For "Taking a wider responsibility" the figure was 36%, 8ppt above target.

Vattenfall's consideration - the business’ most important attitudinal measure - had an incredible increase of +23%. The high engagement is also reflected in the time spent on the website: 3.5 times the average view time compared to the average.