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Vattenfall: Steel Proof, 20s

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Sporting a set of grillz to illustrate the possibilities of fossil free steel, rapper Stefflon Don will help bring to life Vattenfall’s vision of a future free from fossil fuels. The Swedish energy company Vattenfall’s latest campaign challenges us to think beyond convention by bringing technological innovation out of the laboratory and into our daily lives. From suitcases that can be made using fossil-free plastic to the grillz sported by Stefflon Don, we are invited to re-evaluate what is truly valuable in our world. Portrayed in the campaign as the world’s most valuable metal, Vattenfall has already started developing processes for manufacturing the world’s first fossil free steel, alongside partners steel company SSAB and mining company LKAB. Together the three companies aim to create a completely fossil free value chain to enable large-scale production, which could reduce global CO2 emissions by seven per cent. Vattenfall is dedicated to achieving fossil free living within one generation, not just in its own operations but by thinking and acting on a broader scale to transform entire industries. The campaign will run throughout the year in all Vattenfall’s markets - Sweden, Denmark, Finland, the Netherlands, France, Germany, and the UK - and shows how the company’s vision can be made possible across multiple sectors including energy, transport, and heavy industry.

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