Freedome
Agency: Make Your Mark
Client: Vattenfall
Award: Best Use of AI, 2025: Silver
“A strong brand campaign tackling a serious subject which combines technology with creativity AND puts the technology into the hands of consumers - Incredible use of technology and integrated elements to deliver a powerful experiential campaign. ”
Brief
Vattenfall faced the challenge of making fossil freedom relevant and engaging in a time when many had lost hope. Research showed that only a third of Swedes believed they would experience a fossil-free future in their lifetime. The task was not only to communicate progress, but to create an entirely new form of interaction – one that would make fossil freedom personal, tangible, and inspiring.
We identified technology as the key. By using AI not as a behind-the-scenes tool but as the centrepiece of the campaign, we could transform abstract ideas into personal, visual experiences. Combined with VR and interactive design, AI enabled people to create their own visions of a fossil-free future, turning communication into co-creation.
The brief was to design an innovative platform where fossil freedom would no longer be a distant concept, but something people could see, feel, and believe in.
Solution
We created Freedome – a future generator where AI and VR worked hand in hand to make the audience co-creators of content. Visitors typed their thoughts about fossil freedom, and the AI instantly turned them into unique visual worlds. These could then be explored through VR, offering a deeply personal and immersive experience.
Freedome was, as far as we know, one of the first times a Swedish brand combined AI and VR in a large-scale public activation. Freedome demonstrated how AI can be applied in content marketing not just to optimize workflows, but to reinvent how audiences interact with a brand message.
The campaign launched at Stockholm Central Station, engaging thousands of passersby who became active participants in shaping the story. A digital version scaled the innovation to a national level, making the experience accessible online. Social media amplification, PR, podcasts, and influencer collaborations further extended reach.
Crucially, the AI application here was not hidden – it was the very core of the experience. By putting technology directly in consumers’ hands, we shifted the brand interaction from passive to participatory. The AI did not simply generate efficiency; it delivered an entirely new kind of engagement.
Results
Freedome achieved both emotional impact and measurable business results. 59% of participants said they believe a fossil-free future is possible, and 54% reported that the experience gave them hope. 67% said the campaign’s message was important, and 63% found it relevant.
Beyond perception, Freedome drove action: 42% of those exposed took concrete steps, such as switching to Vattenfall’s electricity contract.
In terms of scale, the campaign reached more than 15 million people across owned and earned media, generated thousands of unique AI-created visions, and was shared by 432,800 people. On social media, 7 out of 10 expressed highly positive sentiment. At the event itself, 6 out of 10 participants gave positive feedback, and 78% understood the campaign’s message.
Freedome proves that AI, when applied creatively, can be more than a tool for efficiency. It can be a driver of innovation in content strategy – enabling entirely new ways for brands and consumers to connect, co-create, and inspire meaningful change.