Vattenfall – Fossil FreeDOME (Sweden)
Used AI-powered VR to help people co-create a fossil-free future, transforming climate anxiety into hope.
Submitted by OMD Sweden
Winner’s Citation:
PLATINUM in 2025 Marketing Makes a World of Difference Awards
Vattenfall’s “Fossil FreeDOME” turned climate skepticism into belief. By harnessing AI to create immersive, personalized VR journeys, the brand allowed people to co-author the fossil-free future they wanted to see. The campaign engaged nearly half of Stockholm, increased belief in a sustainable future by 89%, and transformed sustainability messaging from abstract science into personal hope. Vattenfall proved that when people can imagine their place in the future, they are more likely to believe in—and act on—it.
Vattenfall- “Fossil FreeDOME” is also one of 12 winners in the 2025 AI Awards for Better Marketing.
How it Makes a World of Difference
Vattenfall has long pursued the ambition of fossil-free living within one generation. Yet in a time of climate fatigue and growing skepticism, people—especially younger Swedes—were losing belief that such a future was possible. With Fossil FreeDOME, Vattenfall created an immersive AI-powered VR installation that allowed individuals to step into a fossil-free future shaped by their own values and choices. Instead of statistics or corporate goals, participants experienced personalized, emotionally resonant futures that transformed climate anxiety into hope. This was not just about energy—it was about restoring belief in progress.
Jury Lens Evaluation
- Promise Became Action: Vattenfall promised a fossil-free future and acted by letting individuals co-create and see that future in real time.
- Trust: By making sustainability personal rather than abstract, Vattenfall deepened trust and relevance, positioning itself as a partner in hope, not just a utility provider.
- Growth: The initiative sparked massive engagement, reframing Vattenfall’s role from energy supplier to emotional catalyst for belief in societal change.
- Difference: By using AI not to automate efficiency but to co-author futures, Vattenfall pioneered a new form of climate communication that was participatory, hopeful, and deeply human.
Results that Make a Difference
- 432,800 Swedes engaged—nearly half of Stockholm’s population.
- +89% increase in belief that a fossil-free future is possible (6x overperformance vs. +15% target).
- 44% of participants shared the experience with family and friends, proving social resonance.
- 63% found the campaign “highly relevant,” a 120% increase over prior Vattenfall campaigns.
- Visitors described it as “hopeful,” “unforgettable,” and “the first time I felt like the future made sense.”
