Launching the world’s first fossil-free crib to accelerate fossil-free manufacturing

Energy company Vattenfall created the world's first fossil-free crib. It cost €26.458. That’s the point. To unveil it, we helped bring industry leaders together to start making fossil-free manufacturing the standard for the next generation.

Dramatically reducing our use of fossil fuels is irrefutably fundamental to fighting climate change. But think of fossil fuels, and coal, oil and gas industries come straight to mind. What about the fossil fuels that go into creating the products we buy and use everyday?

The world's first fossil-free crib being unveiled at the Makers of the Future event

To demonstrate the role fossil fuels play in our everyday objects - and to highlight the need to bring down the cost of fossil-free products for future generations - energy company Vattenfall and creative agency DDB Unlimited have created the fossil-free crib.

At first glance, this crib looks very ordinary. But, in fact, it cost €26.458 to produce.

Its high price is because it’s been made completely without the use of fossil fuels. 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. Proving that fossil-free product creation is possible but also shining a light on the complex challenges such a feat presents. 

The proof in concept crib also visualises Vattenfall’s commitment to make fossil-free living possible within one generation.


To unveil the crib with impact beyond the campaign itself, we concepted the 'Makers of the Future' event. Bringing together 80 people - made up of influential leaders from across all parts of the manufacturing industry, design students and press, the launch event enabled open and constructive discussions about how to advance manufacturing into a place that's less dependent on fossil fuels.

The event included keynote talks and breakout working sessions divided into three key themes: TECHNIQUES, TEXTILES and TRANSPORT.

We created the communication strategy, concepted the event, made an impactful opening video to outline the harrowing truth about manufacturing’s effect on the climate, and we led the PR drive.

Since the launch, we’re thrilled to see that this unique concept has been written about extensively - across sustainability, design, creative, business and mainstream titles - including an interview, organised by us, in Fast Company

Here’s to a more sustainable future in manufacturing!


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