The One Show
The One Show is the world's most prestigious award show in advertising, design and digital marketing. For 50 years, the Gold Pencil has been regarded as one of the top prizes in the creative industry. The One Show has had a rich legacy of honoring some of the most groundbreaking ideas, created by some of the most remarkable minds in creativity.
Category
Green Pencil
Annual ID
OS23_GP001E
About the Work
Vehicle of Change – one bike built to change how all vehicles are made.
How can we get the hugely powerful automotive industry to go fossil free? Vattenfall and CAKE are leading the way with the first truly fossil free vehicle.
We’re staring a climate emergency in the face. In 2022, a UN report argued that only systemic transformation can deliver the enormous cuts in fossil fuel emissions needed to avert the worst. Transportation accounts for a quarter of those emissions.
Leading European energy company Vattenfall is on a mission to remove fossil fuels from society. They already supply fossil free energy to consumers and businesses, and have one of Europe’s largest electric vehicle charging networks.
When they asked us to showcase their expertise in removing carbon emissions from industrial production chains, we proposed more than a campaign. We recommended partnering with Swedish electric motorcycle manufacturer CAKE to produce the first truly fossil free vehicle – not just emission-free when used but emission-free when made.
The automotive industry is making progress towards electrification, with rapid growth in electric vehicle sales. But while EVs don’t emit CO2 when used, they create emissions when manufactured, assembled and transported. A lot. Emissions from making EVs can be 70% higher than petrol models.
The objective of this project isn’t just to remove emissions from the production chain of one bike, but to inspire the entire automotive industry to do the same and go truly fossil free. To meet this huge challenge, we need to create impact that reaches far beyond this project. So we’re being radically transparent in communicating the journey – open-sourcing the methodology and sharing every breakthrough and setback along the way.
The first step for Vattenfall and CAKE was to take the bike apart and do a life cycle analysis of every single component, to find its existing carbon footprint of 1,186kg CO2e. To launch the project, we took this abstract figure and dramatized it in a memorable way – a cube measuring 637 m3, filled with smoke to show the size of the bike’s emissions. We’ll show the cube shrinking as we work towards our goal of zero emissions by 2025.
Word of the project spread fast. The story was picked up by Fast Company and Sweden's leading business publication Dagens Industri. It was shared by the World Economic Forum’s Twitter account, with 4.2 million followers. And Volkswagen added to the buzz, saying “We salute this. Sharing is the key to reaching zero.”
The work is already driving real change in the industry. As a result of the publicity, 20 companies, including Polestar, are now in talks about implementing the plastic replacement material made by project partner PaperShell
Leading suspension manufacturer Öhlins, who supplies suspension to Ferrari, Lamborghini and BMW, has also joined the project, saying “We supply some of the world’s top car brands. This project is the perfect opportunity for us to future-proof our suspension.”
2023 Awards
Total Points: 90
Green Pencil
Credits
Agency
NORD DDB / Stockholm
Production Company
Camp David / Stockholm
House Agency / STOCKHOLM
Art Director
Anders Hellström
Copywriter
Pontus Widell
Fanny Svensson Enbacken
Chief Creative Officer
Andreas Dahlqvist
Director
Per Hampus Stålhandske
Editor
Niklas Amin
Executive Creative Director
Simon Higby
Executive Producer
Mattias Yngwe
Per Welén
Producer
Hampus Gunnarsson
Sound Designer
Martin Mighetto
Agency Producer
Linus Leander
Project Manager
Lisa Willborg
Brand Campaign Manager
Paul Morel
Brand manager
Andrine Nordby
Client Manager
Béatrice Geijer
Director of Brand Communications
Carolina Pozzolini
Director Project Film
Simon Gustafsson
DoP
Jakob Ihre
DOP Project Film
Stellan Runge
Founder & CEO
Stefan Ytterborn
Head of Brand and VP
Paco Liebrand
Head of Communications Industry Decarbonization
Jacques Pellis
Head of PR
Christian Lundgren
Head of Sustainability
Isabella Pehrsson
LCA Specialist
Avinash Kumar
Music
Håkan Eriksson
Online Artist
Olle Lindholm
Post producer
Ludwig Bile
Åsa Wennersten
public relations
Aynur Isayeva
Senior Brand Manager
Anne-Katrin Reinecke
Senior Client Director
Jennie Körnung
Pernilla Berg
Senior Strategist
Owen Hughes
Set design
Aron Heineman
Vice President Corporate Sustainability
Annika Ramsköld
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