Why is this campaign worthy of a Sabre?
Norwegian aluminium company Hydro is one of Norway's oldest industrial companies. Burson-Marsteller was hired to take the Hydro brand in a new strategic direction.
Aluminium, being eternally renewable, and Hydro producing this metal almost entirely with renewable energy, the new brand strategy would revolve around infinity, and the eternal. Hydro started telling the story of "Infinitely renewable aluminium". To kick it off, they partnered up with Norwegian super group, a-ha, to eternalize one of their latest concerts in virtual reality. The concert is available through Hydro's Youtube-channel and a separate app, eternally.
Part of the new brand strategy was to appear more modern, and by co-branding with Norwegian's biggest pop sensation of all time, together with cutting edge VR-technology, Hydro is on the way to become a more talked about and engaging industrialist for the future.