The One Show
The One Show is the world's most prestigious award show in advertising and design. For over 50 years, the Gold Pencil has been regarded as one of the top prizes in the creative industry. The One Show has a rich legacy of honoring some of the most groundbreaking ideas, created by some of the most remarkable minds in creativity.
Category
Brand Partnerships
Annual ID
OS23_IP007S
About the Work
Vehicle of Change – one bike built to change how all vehicles are made.
How can we get the 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. Only systemic transformation can deliver the enormous cuts in fossil fuel emissions we need. 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 and have one of Europe’s largest electric vehicle charging networks.
When they asked us to showcase their expertise in removing carbon emissions from 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.
Because, while EVs don’t emit CO2 when used, they create emissions when manufactured, assembled and transported. 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. So we’re open-sourcing the methodology and sharing every breakthrough and setback along the way.
At launch, we took the bike’s existing carbon footprint of 1,186kg CO2e and dramatized it as a cube measuring 637 m3, filled with smoke to show the size of the bike’s emissions.
Word spread fast. The story was picked up by Fast Company and Sweden's Dagens Industri. It was shared by the World Economic Forum. 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 investigating the plastic replacement material made by project partner PaperShell. Öhlins, who supplies suspension to Ferrari 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.”
How can we get the 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. Only systemic transformation can deliver the enormous cuts in fossil fuel emissions we need. 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 and have one of Europe’s largest electric vehicle charging networks.
When they asked us to showcase their expertise in removing carbon emissions from 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.
Because, while EVs don’t emit CO2 when used, they create emissions when manufactured, assembled and transported. 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. So we’re open-sourcing the methodology and sharing every breakthrough and setback along the way.
At launch, we took the bike’s existing carbon footprint of 1,186kg CO2e and dramatized it as a cube measuring 637 m3, filled with smoke to show the size of the bike’s emissions.
Word spread fast. The story was picked up by Fast Company and Sweden's Dagens Industri. It was shared by the World Economic Forum. 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 investigating the plastic replacement material made by project partner PaperShell. Öhlins, who supplies suspension to Ferrari 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: 21
Silver Pencil
Credits
Agency
NORD DDB / Stockholm
Production Company
Camp David / Stockholm
House Agency / STOCKHOLM
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
Creative
Anders Hellström
Fanny Svensson Enbacken
Pontus Widell
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 & VP
Paco Liebrand
Head of Communications Industry Decarbonization
Jacques Pellis
Head of PR
Christian Lundgren
Head of Sustainability
Isabella Pehrsson
LCA Specialist
Avinash Kumar
Online Artist
Olle Lindholm
Post producer
Åsa Wennersten
Ludwig Bile
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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