This particular crib cost $28,885 to make – the high price is because it’s been made completely without the use of fossil fuels.
Today it is almost impossible to manufacture items that fit the everyday needs of a household without the use of fossil-fuels. The way in which the everyday objects that we buy and use are created plays a huge role in the search for green solutions.
The crib is a proof of concept to start a conversation on the current challenges around fossil free manufacturing. Its aim is to show the challenge of sourcing such materials without the use of coal, gas or oil. The bedding has been hand-woven, the Texel-island wool used in the mattress was transported by sailboat, the wood was felled, sawn and dried using green electricity and even the logo uses the first steel in the world made with hydrogen – instead of cokes – which was transported by train and electric car.
The process of making this crib proves that fossil-free product creation is possible but it also highlights the complex challenges such a feat presents.
Across Europe, a number of industries have already almost disappeared and crafts that have been handed down over generations are in danger of becoming history. The price of losing these skills and the time needed to create a totally green item is too high and must be brought down to ensure a better and cleaner future for the next generation.
Vattenfall is working for that next generation by focusing on finding solutions to make fossil-free living scalable and affordable. To this point, Vattenfall works with various industries like the steel, cement and transport industry to create greener solutions. The aim is to find ways to bring everyday items back to an acceptable price, financially and for the planet.
This professional campaign titled 'The first fossil-free produced bedstead in the world' was published in Netherlands in February, 2020. It was created for the brand: Vattenfall, by ad agency: DDB. This Content medium campaign is related to the Industrial, Agriculture industry and contains 1 media asset. It was submitted over 3 years ago.
Advertising Agency: DDB Unlimited, Amsterdam, Netherlands
Production company for film: Dpplr
Director: Maarten Groen
Production and design for crib: FROLIC studio