Ysabelle Tierie
Creative at DDB Unlimited
Amsterdam Area, Netherlands, Netherlands
This crib is the result of an international effort to redefine the way our products are manufactured. It is fossil free, which means that from raw material to the final product, not a single gram of coal, oil or gas was used, avoiding any resulting CO2 emissions. At the time of its completion in 2020, this was a near impossibility.
This endeavour was inspired by the ambition of energy company Vattenfall: the ambition to make fossil free living possible within one generation. For this to be achieved, the design, production and transport of everything we use must radically change. This crib stands as proof that it can be done, and as an inspiration for the pursuit to make it commonplace. This is not an easy task. It demands a global effort, requiring collaboration and the will to change.  

Our goal is that the next generation to sleep in this crib will be born into a world where fossil free is the standard, not the exception.


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