The cube in the image above represents exactly how much Co2e is created during the production of the fully electric motorbike inside it.
Electric vehicles are, without question, a leap for man in the battle to protect the planet. They are not entirely sustainable though. Emissions exist in their production. Swedish electric motorcycle manufacturer, CAKE, and the European energy company, Vattenfall, have confronted the challenge of making a completely fossil-free motorcycle. They intend to conquer that challenge by 2025.
The project was initiated by Nord DDB. When CAKE and Vattenfall began talking about working together on collaborating to promote a more sustainable future, NORD DDB proposed to go beyond communication and set goals for making real impact based on a long-term campaign that follows the development of a truly fossil free motorcycle.
CAKE is using the expertise of Vattenfall to make its popular off-road motorcycle, Kalk OR, truly fossil free by decreasing its carbon weight of 1,186 kg CO2e in the production phase to an absolute minimum by 2025. This means reinventing the wheel, the suspension, the saddle, and every other part of the bike.
“The product is about more than making the first truly fossil-free vehicle, Annika Ramsköld, head of sustainability at Vettenfall, states in the project video. “It’s about inspiring others to think beyond industry borders and to work together to find the products and solutions that will enable us all to live fossil-free in one generation.”
“Vattenfall is deeply committed to its goal of fossil free living within one generation. This project manifests and proves that commitment. CAKE is also incredibly innovative within their field. At NORD DDB, we are really excited that this collaboration aiming to build the first truly fossil free vehicle is now happening. This project puts focus on the role of creativity and how it can be a catalyst for real change,” added Simon Higby, Nordic creative director at NORD DDB.
The fossil-free motorbike is a complex and difficult task. To demonstrate the challenge ahead Nord DDB has also created a digital campaign that shows the importance of going back to the production chain when creating truly sustainable solutions. The campaign has launched in Sweden, Finland, the Netherlands and Germany and consists of video and stills in social media platforms, YouTube, Instagram, Facebook, TikTok and Snapchat.
“The partnership between CAKE and Vattenfall is making a real impact in the transition towards fossil free production. By inspiring others, leveraging bold campaigns and sharing our progress, we’re able to help accelerate the development further,” stated Isabella Pehrsson, head of sustainability at CAKE.
As the project evolves, CAKE and Vattenfall will share their journey and breakthroughs with the rest of the industry and other interested parties. The vision extends beyond the motorcycle. The partners hope to inspire the automotive industry as well as others and show that fossil freedom through the whole production chain is possible.
Credits:
Vattenfall
Brand Campaign Manager: Paul Morel
Senior Brand Manager: Anne-Katrin Reinecke
Brand Manager: Andrine Nordby
Head of Communications Industry Decarbonisation: Jacques Pellis
Vice President Corporate Sustainability: Annika Ramsköld
CAKE
Head of PR: Christian Lundgren
Head of Sustainability: Isabella Pehrsson
Project Leader: Lisa Willborg
Life Cycle Assessment Specialist: Avinash Kumar
Founder & Chief Executive Officer: Stefan Ytterborn
Nord DDB
Creatives: Anders Hellström, Pontus Widell & Fanny Svensson
Creative Lead: Simon Higby
Strategy Director: Owen Hughes
PR Strategist: Aynur Isayeva
Account Manager: Béatrice Geijer
Senior Client Director: Pernilla Berg
House Agency
Executive Producer: Mattias Yngwe
Agency Producer: Linus Leander
Post Producers: Åsa Wennersten & Ludwig Bile
Online Artist: Olle Lindholm
Camp David
Director: Per Hampus Stålhandske
Executive Producer: Per Welén
Producer: Hampus Gunnarsson
DoP: Jakob Ihre
Set Design: Aron Heineman
Editor: Niklas Amin
Music: Håkan Eriksson
Sound Design: Martin Mighetto
VFX & Online: Swiss
Project Film Director: Simon Gustafsson
DoP: Stellan Runge
