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SSAB: Pure Waste
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In a new campaign for steel maker SSAB, Forsman & Bodenfors took the water by-product from the client's CO2 free steel-making pilot plant, bottled it and called it Pure Waste in order to showcase that it is now possible to produce fossil-free steel. The Chief Technology Officer of SSAB took the water to the United Nations climate conference (UNCOP27) and drank it for the world to see. The steel industry accounts for 7 percent of the world’s CO2 emissions. But SSAB and its partners has come up with a technology to produce fossil-free steel. The challenge for SSAB was to make steel buyers and other steel producers more aware of the existence of fossil-free steel and the technology behind it. Forsman & Bodenfors designed a high end glass bottle for the water. The bottle will be used at special occasions, the first being the United Nations conference on climate change where the SSAB Chief Technology Officer Martin Pei opened the first one and drank the factory water. The campaign is running in Europe and North America through a combination of paid digital, influencer and paid media partnerships.
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