Gasoline Of The Future
Preem Evolution Diesel
Issue 32 | September 2014
Agency
Forsman & Bodenfors
Creative Team
Copywriter Ulrika Karlberg Art Directors Annika Frankel John Bergdahl Designers Viktor Brittsjo¨ Johan Fredriksson Agency Producer A°sa Hammar
Production Team
Web producer Niklas Lindstro¨m Director and Editor Oskar Wrango¨ Director of Photography Mattias Andersson Production Company Camp David Executive Producer Kristina Wibom Producer Per Wele´n
Other Credits
Account Director Anders Ha¨rneman Account Manager Johanna Bringefa¨lt Clients Helene Samuelsson Jeanette Granstro¨m
Date
June 2014
Background
Preem was the largest oil company in Sweden with two massive refineries. It had been working on environmentally more friendly alternatives to conventional diesel, and had developed a bio-fuel from forest waste with significantly lower carbon emissions.
Given the size of the forestry industry in Sweden, Preem Evolution Diesel had real potential. The only problem was getting the Swedish government to give the go ahead to the new product.
Idea
The idea was to give away 5,000 litres of the new greener petrol for Swedish motorists to use in their cars. This would put pressure on the government to approve the plans to start producing and selling the new fuel in 2017.
The low-key film and a print campaign built up to a peak around Almedalen week, a sort of Swedish Davos, where, in mid-summer, Swedish politicians and opinion-formers gathered to debate issues of national importance.
Results
Still pending a decision.
Our Thoughts
It turns out this new product is called tall oil and the way it can best be used is by mixing it with conventional diesel. The estimates are that if made widely available, Evolution Diesel would save the CO2 emissions equivalent to 120,000 cars a year.
Critics say this is only a fraction of the need and that supply of tall oil will never be anything other than limited. At a time when the perils of conventional diesel are beginning to be broadly discussed, any alternative has to be encouraged.
The reason I wanted to feature this campaign in Directory is because once again this is an example of advertising being used to force politicians to listen and to respond to its electorate.
Also, there are times when traditional media – TV and print – really do make sense. In this instance, it is the very public nature of the message which is as important as the message itself.